By Mindi Chahal

In an industry where brands are aware of what consumers are doing and how they are feeling, through the use of data and analytics, a key questions for delegates at the festival of creativity is how this affects the approach to being creative.

For Coca-Cola, although ‘the science’ of using data allows the brand to predict consumer behaviours and decide which content to create for them “sometimes the best content is the content that you would create that was not planned for”, according to Seuge.

This not only has changed the way the big corporation is structured but the way it wants Read full story ›

Source: Marketing Week