Our ever-shortening attention spans pose a challenge to marketers and content creators, but only if they are unable to let go of the ways of old and embrace the possibility of data-driven creative.

That was the message Dave Bowman and Matty Burton, the two heads of Google’s Creative Zoo, shared at Advertising Week APAC in Sydney recently.

“We need to move away from finding the audience and interrupting them with what we're talking about and instead start thinking about all of the data we've got that we can leverage," said Burton. "Then we can infuse that with storytelling and the craft we're really good at and we're going to have something pretty amazing."

The two creatives jumped ship to Google a year ago after careers at agencies including Saatchi & Saatchi, Droga5 and Whybin\TBWA. The pair also started their own agency, Special Group, in 2014. When asked why he had joined Google, Bowman said: “For us, the answer is incredibly simple. We firmly believe it's the biggest and most creative canvas right now on the planet.”