by Michael Wilson
So, you know how to track data. You know how to access it. You know how to read it. But, as a creative, do you know what to do with it, do you know how to apply it?
I'll be the first to admit that I've spent some time trying to answer this question myself -- attempting to come up with a worthwhile, meaningful answer. Something outside of the regular or overused sentiment that numbers are always important because hard data is invaluable.
So, as I always do, if I'm lacking inspiration on my own, I turn to the internet. And, ironically, I find articles -- hardcore examples to curate inspiration.
Not to my surprise, I found a useful article in AdAge which I will link to at the end of this entry.
It provides us an example of ad agency 'Pitch' dealing with the same dilemma I've been writing about. In summary, the agency was working on new creative for Public Storage.
Exciting right? That's what they said.
But, to their surprise, they found the inspiration for their campaign in the data. What they found was that most people who utilize storage spaces do so when moving -- so it's generally a temporary solution for more space.
According to the article, "further research was able to answered: 'More space triggers empowerment, excitement'..because it was about making room for something good in your life."
Now, the stubborn creative might make some grandiose statement that this is a highly specific example that simply can't be applicable to every situation. I would argue to the contrary.
The principle of this story is universal. The creatives were dealing with a rather blasé pitch, an uninspiring story. Data made it inspiring. Heck, even if it was a sexier business than storage to begin with, they still found an interesting foundation to focus on in the data.
I'm just as much a creative as the next guy. I don't like data just as much as the next guy. I hate that this beautiful story exists. But, it's here and it can't be denied.
No one is saying you'll have the be the next Nate Silver. You don't have to join the data scientists in the basement office combing through permutations. They'll always keep doing that and we'll be able to sit in our room of color-splashed walls with funky music dreaming of the next big idea.
The only thing I'm saying is -- next time you're working on a project and you've got a creative block -- turn to the data. And remember, in order for this story to work, you have to start with the tracking.
We've got this creatives!
https://adage.com/article/special-report-cannes-lions/connecting-dots-data-creativity/309356/
So, you know how to track data. You know how to access it. You know how to read it. But, as a creative, do you know what to do with it, do you know how to apply it?
I'll be the first to admit that I've spent some time trying to answer this question myself -- attempting to come up with a worthwhile, meaningful answer. Something outside of the regular or overused sentiment that numbers are always important because hard data is invaluable.
So, as I always do, if I'm lacking inspiration on my own, I turn to the internet. And, ironically, I find articles -- hardcore examples to curate inspiration.
Not to my surprise, I found a useful article in AdAge which I will link to at the end of this entry.
It provides us an example of ad agency 'Pitch' dealing with the same dilemma I've been writing about. In summary, the agency was working on new creative for Public Storage.
Exciting right? That's what they said.
But, to their surprise, they found the inspiration for their campaign in the data. What they found was that most people who utilize storage spaces do so when moving -- so it's generally a temporary solution for more space.
According to the article, "further research was able to answered: 'More space triggers empowerment, excitement'..because it was about making room for something good in your life."
Now, the stubborn creative might make some grandiose statement that this is a highly specific example that simply can't be applicable to every situation. I would argue to the contrary.
The principle of this story is universal. The creatives were dealing with a rather blasé pitch, an uninspiring story. Data made it inspiring. Heck, even if it was a sexier business than storage to begin with, they still found an interesting foundation to focus on in the data.
I'm just as much a creative as the next guy. I don't like data just as much as the next guy. I hate that this beautiful story exists. But, it's here and it can't be denied.
No one is saying you'll have the be the next Nate Silver. You don't have to join the data scientists in the basement office combing through permutations. They'll always keep doing that and we'll be able to sit in our room of color-splashed walls with funky music dreaming of the next big idea.
The only thing I'm saying is -- next time you're working on a project and you've got a creative block -- turn to the data. And remember, in order for this story to work, you have to start with the tracking.
We've got this creatives!
https://adage.com/article/special-report-cannes-lions/connecting-dots-data-creativity/309356/
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