Today, contextual data, behavioral data and past performance data can not only guide creative development, they can determine in real time which creative executions should appear in differing situations. In some cases, data sets even determine the assembly of creative elements on the fly.
This presents a wholly new creative challenge — one where the ideas themselves become the data sets in the database. We’re moving on from data informing the creative work. Now data is determining the creative work. “You shoot the scenes, Mr. Scorsese. The data will edit the movie.”
A great post from Nick Moore the evp and chief creative officer of Wunderman.
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