The Seismic Shift

This article argues that advances in technology mean the nature of successful brand creativity is shifting towards customer experience, and there is a very important role of big data in this kind of creativity.

The Seismic Shift

Revati AbhishekMindshare Worldwide

Does Big Data inspire or hinder creative thinking?

This essay was entered into The Admap Prize 2015. For more information visit the Prize page.

At the Fortune Brainstorm Tech conference in 2014, six marketing experts gathered from Unilever, Kraft, Dolby, and others to discuss the Future of Marketing. The group echoed a similar response: "Tech has greatly impacted our profession. But despite high tech, the future of marketing is exactly the same: focus on customers. Big Data, social analytics, mobile apps are changing the way marketing is being accomplished."

So...

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