The advertising industry is not clear on how to integrate teams which are typically made up of ‘creatives’ and those who come from a data science background, new research finds. 

The study in the Journal of Advertising Research took in the perspective of managers from well-known agencies in Norway, Italy, France, and the United Kingdom to draw its conclusions. 

Why creative integration matters

Recent technological advances have not diminished the need for creative, attention-getting, brand-building communication to separate a brand from its competitors. 

But digital data has changed the landscape and there are more people who come from a data...