Giving Creative Its Due

Everyone at OMMA Data appears to be running with the quant-dominant theme set by Euro's Tom Morton. “Data’s going to start driving creative,” said Eugene Becker, VP, Analytics at Xaxis, a WPP company.

Well, maybe not everyone. “We all generate data, but the data is not us,” said Jason Leigh, Group Vice President of Consumer Insights at Razorfish.

Finding a middle ground – as any good panel moderator should – Forrester senior analyst Joanna O’Connell said: “You have to have a great creative concept, but you can use data to determine what [consumers] want to see.”

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