Who would’ve thought that there’d be a discussion of data and programmatic at Cannes? While data and programmatic have been hot topics in quantitative areas of media such as research and sales, they’re now making inroads into creative areas. Cannes, one of the most creative confabs in the industry, recently hosted a series of panel discussions on both data and programmatic.
With data infiltrating the creative domain, one might say that the
end of creativity is nigh. Is it? In fact, there are several agencies
that have been flirting with programmatic for a while. A recent AdExchanger
article from Cannes reported that BBDO San Francisco is currently
working on a programmatic ad campaign for its client Mattel and will use
the results of this effort to help inform future agency decisions in
that area. However, there is a creative-mindset challenge, according to
Jim Lesser, CEO of BBDO San Francisco who noted, “There’s so little
Cannes-worthy creativity in programmatic. Our ability to target is
unbelievably precise, while our ability to create messaging and
storytelling for the people we can reach is lagging far, far behind.”
Other creative agencies, such as WPP, GroupM, and Grey, are trying to
take a corporate culture, which has not been built around data, and
find ways of applying data science and including media planning into
their creative process.
For those who embrace data-driven creative (without compromising on artistry), the addition of data into the creative process
is a point of consideration, not a determiner of creative. John
O’Keeffe, worldwide creative director at WPP explained, “Data is just
information. It’s a good starting point from which to draw an insight,
from which you can get creative. If you can deliver that
programmatically, congratulations, well done.”
Read my full article on the Videa blog.