By Tom Goodwin

The creative process in advertising on a good day seems sufficiently magical and mysterious that it’s hard to understand. The more scrutiny you place on it, the more it seems rather inefficient, nebulous, chaotic and random. At times when we think AI may do a better job when we think data trumps creativity when we think the message and the medium can be assessed separately, it’s time to work harder to understand what’s going on. To my mind, our collective need to connect with people and garner attention is like making and writing music.

If we as an industry are Read full story ›

Source: The Drum