Mind and Muse; creativity and data.

Let’s talk about data and creativity.

Creativity is the standard.

It is the common denominator that survives all trends. It not only survives… creativity thrives in this age of performance.

The difference is that data is not a trend.

Data has redefined the industry and just like creativity, it is here to stay.

Creativity will always have a soul. We will still see great ideas born from pure inspiration. But more and more, we will see innovative and effective ideas born from this mix of data and creativity.

What does creativity and data have in common? They are both dynamic and insightful.

Data is a creativity booster in many ways.

First, it simplifies things in a competitive world that requires complex solutions to complex targets.

Data means information. Information means power to create opportunities. We humans are a complex bunch. The classic approach is to believe that there is only one way to emotionally connect with humans. Now, data allows us to think beyond the way in and into the ways in to trigger that emotion.

With data we define personas beyond age and touchpoints beyond traditional media solutions, into more effective message amplification. It also broadens the amount of creative ideas that can be presented to the targets. Through A/B testing we add accountability to the creative process.

Data is also the common language between the modern CEO and the modern creative. Through data, marketing departments together with performance agencies can explore, validate and learn.

Perpetual learning is another major contribution. Applied to creativity, data allows for creative dynamic optimization. We become masters in our craft through learning and data serves that purpose in an unbiased way.

Branding is transformed as well, with data helping in defining and elevating brand essence and experience with consumers in every stage of the conversation.

Data has also transformed the creative final product. Thanks to data and technology, creative solutions can have many forms. From experiences to apps and products, the creative mind is unleashed in this new mindset.

In this era of data, accountability, kpi’s and performance-based philosophies, the best way to keep you creative soul alive is by embracing the fact that data is an emotional expression to your muse. That’s why data fuels creativity.

The brand that embraces this approach will discover the benefits of data being a catalyst, an amplifier, a validator and a mentor of creativity.

Originally published May 2018.