Creativity fired by data: How to generate more creative uses of data in brand work

Explores both and uses lessons from some best-in-class examples to propose an approach to generate more creative uses of data in brand work.

Data and creativity

This article is part of a series of articles on data and creativity. Read more.

Data, data, so much data. There's the personal stuff – where we are, what we're doing. What we think we're going to buy, what we actually buy. Steps, heart rates, favourite films, or songs on repeat. Yo u name it, we're probably measuring it. And that's before the universe jumps in with weather, mood, local traffic, crime levels or flu epidemics.

We've never had such easy access to so much varied data that can inform our work. But this unprecedented...

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