Big data and creativity: True nature of faustian bargain

Natalia Chuich

This article argues that big data can liberate creativity by giving people more time to spend creatively and removing risk from some decisions.

Big data and creativity: True nature of faustian bargain

Natalia ChuichBBDO Moscow

Does Big Data inspire or hinder creative thinking?

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

During the past five years the conversations about 'creative exodus' have grown louder and stronger. The key reason for top agency people leaving their jobs is that 'it's not fun anymore'. The industry is losing passion and inspiration, great stories are giving way to formulaic ads. Advertising "made a Faustian deal with technology" as Uwe Hook, ex-Client Director at Initiative,...

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