DATA CREATIVITY REPORT 20 brands using data in a creative way.

HELLO.

THINK DATA IS BORING? DATA HAS NOTHING TO DO WITH CREATIVITY? DATA IS FOR CONSULTANCY FIRMS?

YOU PROBABLY THINK CREATIVITY IS ABOUT INTUITION. ABOUT INSPIRING IDEAS. ABOUT TALENTED PEOPLE.

GOOD. YOU’RE IN THE RIGHT PLACE.

WE JUST WOULD LIKE TO SHOW YOU SOME CREATIVE WORK.

ONLY CREATIVE WORK. NO BULB-PICTO.

ONLY CREATIVE WORK. NO DMP DIAGRAM.

ONLY CREATIVE WORK. NO-DATA-BLAH BLAH.

READY?

OH YES, ONE MORE THING.

WE THINK DATA CAN BE HELPFUL, BUT DATA IS NOT MAGIC.

IF YOU WANT TO USE IT IN A CREATIVE WAY

IF YOU WANT TO USE IT, IN A CREATIVE WAY. YOU MUST KNOW WHAT YOU EXPECT OF IT.

WE IDENTIFIED 6 WAYS BRANDS CAN USE DATA TO ACHIEVE A CREATIVE GOAL.

HERE THERE ARE.

01. Data-driven insights

02. Data-driven messages

03. Data-driven service

05. Data-driven planning

04. Data-driven targeting

06. Data-driven creation

HAVE FUN.

01 DATA-DRIVEN INSIGHTS

Most of the time, a good insight is key for an efficient campaign. There are many ways to find those insights but data analysis is

definitely becoming a preferred one. Here are some cases studies that show how deep diving into data can provide you the ultimate

insight.

02 DATA-DRIVEN MESSAGES

When we speak about data we tend to believe that it is something too complex and difficult to transpose in a creative

and aesthetic way. But sometimes you simply have to make data speak. Here are some cases where the data is the

message.

03 DATA-DRIVEN SERVICES

Data is a powerful way to bring services to people and make our everyday life better. Amen. But what’s interesting is the

way that those services can drive creative campaigns.

04 DATA-DRIVEN TARGETING

Targeting is about contextualization, relevance, personalization. Targeting is certainly a main use of data. But

now, in addition to targeting, data can be at the core of campaigns mechanics. Is this the next step?

05 DATA-DRIVEN PLANNING

While real time is a big issue for brands, data is emerging as a favored partner that facilitates the ability to push

contextualized messages.

06 DATA-DRIVEN CREATION

If data was a worker, we probably would see it more as a statistician than an artist. Indeed the creative ability of data is

underestimated. These cases studies will change that.

THANK YOU

MADE BY The strategic planning team – DigitasLBi Paris

CONTACT DIGITASLBi

Sarah Coutin – sarah.coutin@digitaslbi.fr - 07 86 93 26 31