Data integration: Inspire creativity

Over-reliance on measurement can lead to blandness and conformity in campaigns, which decreases their effectiveness.

Data integration: Inspire creativity

Richard HelyarBBH

Rather than inhibiting it, generating insights from data has become one of the most powerful creative liberators.

One of my favourite books about this industry we work in is called A Technique for Producing Ideas,by James Webb Young. It's a wonderful book for three reasons: First, it's very short. At 48 pages, it's like one of those little volumes people keep in their downstairs toilet to demonstrate to guests that they are smart and cool, but in an understated kind of way. Second, its central theme is refreshingly simple in a...

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Insights Team
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