By Clare Carr

The roles of the creative and the analyst have been notoriously separate functions within companies. Within our brains though, we have two hemispheres that have to work together: the left and the right.

While the functions of the two hemispheres aren’t as discreet as pop-science might have you believe, as humans, we’re considered non-functional if the two don’t work to balance each other. Yet, as marketers we insist that the data sits on one side of the table, while the creative sits on the other.

Marketing using both hemispheres

This does not mean that marketers need to suddenly become experts in Read full story ›

Source: The Drum