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The important issues getting in the way to a harmonious working relationship are outdated old school mentalities, lack of staff training and departmental set up (teams working in silos).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.
However, one of the big problems to a successful relationship is some residual snobbery that still exists amongst some creatives when it comes to data. There’s still a worrying tendency amongst some creatives that their work is so damn good it will work without any help from data insight. Today, there’s so much data available that there’s no excuse for not utilising to successfully inform and help develop high impact and relevant creative.
When we at Flamethrower have been interviewing potential staff for jobs, we have found an amazing number of differing opinions and lack of understanding of the relationship between creatives, data and planners. Very few are rounded or trained in all disciplines, so their ability to manage clients effectively, truly understand how to get their clients the best results and be challenging in the work they do, will be very limited.
Successful integrated working is critical if agencies want to grow and deliver exceptional work for their clients. Ignore it at your peril.
