Think first, ask questions later

Stefano Augello

This article argues that the tension between big data and creativity within the advertising industry is because of how people within it think about creativity.

Think first, ask questions later

Stefano AugelloHavas 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.

Some questions are more revealing than any answer we can conceive to address them. Every time the advertising industry debates whether data is friend or foe of creative thinking, it's inadvertently shedding light on its own heart and soul: 'creativity', and what it means by that. When we talk about creative thinking, we too often refer to 'thinking done by creative departments' (a who)...

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