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.”