By Alexis Ng

Some people believe that advertising creativity and science are like oil and water. It’s understandable – after all, if creativity is a scientific process, then one would have to believe that equations instead of people would formulate every song, every work of art, and every photograph.

As big data becomes a more significant part of the conversation around advertising, many in the industry have voiced concern that it will come at the sacrifice of amazing creative. But what we’re all learning is that data can unlock the full potential of creative.

In the past, data in advertising has been used mostly in Read full story ›

Source: The Drum