Why data and creative must sing in harmony
To the cynical amongst you, creative and data experts working closely together in harmony for the same goal is a pipe-dream. However, it can and does work...there should be no debate on the matter.
The important issues getting in the way to a harmonious working relationship are outdated old school mentalities, lack of staff training and departmental set up (teams working in silos). The first barrier to overcome is for marketers to realise that creative and data experts cannot work in isolation from one another. Both divisions have the same end goal - successful work that maximises RoI for clients.
The truth is that campaigns that generate the best results are a pure mixture of data, data insight, brand, media-neutral communications planning and creative, all working closely together in harmony with one another. All of these play a role of equal importance.