Keeping creatives and analysts working in harmony | Mumbrella360
Ever wondered why the creative and analytical sides of your business can’t seem to work together? In this session from June’s Mumbrella360 conference, a panel of experts from Google, ANZ, Blue 449 and Karmarama tackle the right vs left brain divide.
The session – moderated by Jules Hall, CEO, the Hallway – works through ways marketers can achieve better harmony between their creative and data teams.
Hallways asks Ben Bilboul, group CEO, Karmarama about the notion that data could be seen as a threat to creativity. “When it turns into insights that can fuel better briefs for creatives, creatives suddenly get it.
“When it’s just a retargeting tool, the consumer also feels the weakness in that approach, where you can see your name has been inserted in a generic template, or you open a website and you keep seeing the same pair of shoes following you around.”
