By Deann Harvey| Vice-President, EMEA at Sizmek
Deann Harvey, vice-president, EMEA at Sizmek, believes that this year’s Cannes Lions Festival marks an era in which data and creativity will collide.
In his latest opinion piece for The Wall, Harvey explores why marketers should be making the most of stored information in order to push the boundaries of creativity, and how brands like Nivea have successfully adopted this approach.
Great creativity captures consumer attention; but is creative thinking enough to ensure ads are effective? While creativity is key to the engagement levels of ads, vast stores of marketing information is now available for marketers to utilise.
Data-led insights enable marketers to target ads to relevant consumers and use post-campaign analysis to enhance future campaigns. It is inevitable that creativity and data will collide at Cannes this year, but the result will be a powerful amalgamation of the two forces.
Originally published on Camapign. Read the full article on The Wall.