The big conversation in marketing right now is around data.
So it should be, it’s insanely valuable and important.
But the irony is, while it can absolutely help us have deeper understanding about our audiences behaviour and habits – information that can lead to more powerful and valuable creativity – it’s alarming how many companies who claim to be experts in this field express themselves in ways that are the opposite of it.
Here are 2 ads I saw in Cannes …
Really?
You think that is going to convince people the data and technology you have is going to lead to better work?
You think that represents the language of your audience?
Sure, I know it’s Cannes and so there is a certain sort of person who is attending there at that moment – but they’re still bloody human.
Quite frankly, this is more an ad for celebrating ‘the old way’ rather than the new.
As Martin and I said in our presentation – if companies think creativity can be reduced to an engineering problem, then they don’t understand how society actually works.
Sure … you want consistency if you’re doing surgery.
Or making rockets.
Or producing food.
But society as a whole, is a mish-mash of complications and hypocrisy.
A group where their passions extend to far more than what they transact with … but how it integrates with their life.
Their fashion. Their music. Their games. Their language and imagery. Their context.
If you remove this from the process, you are simply creating the answer you want, not the answer that actually stands a chance of moving cultural behavior and attitudes for the long term, not just the short.
Or said another way, making brands successful in ways culture wants to stick with.
As I said, data has a huge and valuable role to play in all this.
I’m fortunate to have an extremely good data partner at R/GA … someone who not only knows what she’s doing, but appreciates it means nothing if it doesn’t help create better work.
And that’s the thing … great data doesn’t want the spotlight.
I see too much work where the brief seems to have been ‘show this data point’.
Or worse, too many briefs where it is the data point.
Great data – like great PR – is, in a lot of ways, invisible.
It liberates creativity rather than dictates it.
Revealing opportunities to think laterally not literally.
Helps you make work that reaches audience in more powerful ways.
Whether that’s where you play or how you play.
Put simply, data is an incredibly important part of modern marketing but – and this is where many people fall down – it can’t do it all.
It needs help to help make great work.
It can guide … it can reveal … it can lead … it can do so much, but it can’t do everything.
For data to truly show its full potential, it needs the nuances of culture added to it. Not purely for scalability, but for resonance.
As I’ve said many times, we need to stop looking to be relevant and start wanting to be resonant.
Making work that feels it was born from inside the culture, not from an observer.
Or said another way, work that doesn’t patronise, condescend or bore people.
Are you listening IBM and Neilsen?
Data with culture opens up more possibilities for creativity.
Allowing ideas to grow and go in places we might never have imagined.
Ideas that feel so right to the audience rather than explain why they should feel that way.