Publicis New York’s Director of Data Science Tim Rich discusses the interplay of data science and creativity in advertising.
Does data replace creativity?
In a creative agency setting there is a little bit of tension inherent in this, but the question for me is: how can we use data to spur creativity? I don’t think either of these things exist in silos. A lot of times data and data science is put at the back of the funnel, so it becomes a function of analytics. One of the things we really focus on at Publicis is moving data science forward in the funnel, into the creative process. So when we get a brief, and the brief might say something like, “we have this storied car brand and we want to bring it to a younger generation where it’s really going to land, because it’s a phenomenal vehicle,” we go to the data science part of it and we say “okay, how can we use data to help understand what people are thinking about this brand?” Are there certain words that are being used? Are there certain ideas that are being used? And we help surface and inject this creative potential. Read More ››