Commentary

An Algorithm Will Never Make You Cry

A quartet of digital creatives had an opportunity to play their favorite game Tuesday afternoon: Bash the algorithm(!), and the thought that computer code might be or become better at reaching and engaging consumers than narrative advertising.

â€oeAlgorithms don’t forward to their friends,†said Ty Montague, Executive Creative Director, JWT. â€oeThey don’t appreciate stories.â€

â€oeNo one will ever replace the need for great storytelling,†he added. â€oeTechnology makes it possible, but at the end of the day there’s a human hand involved.â€

Seconded Peter Nicholson, Partner, Chief Creative Officer, Deutsch New York: â€oeStories really get in touch with humanity in a way that can really make you react.â€

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