Submitted by: Ulbe Jelluma 30/06/2016
Can creativity be calculated? Can creativity be the result of data analysis. We believe that creativity is a distinct talent of people, but we’re seeing increasingly the impact of data. In other words to what extend is creativity the result of individual efforts and can not be derived from or measured in an analytical way?
One of the members of the Cannes Lions Awards juries (the most important advertising creativity award), wrote about the new category called Creative Data Lions. Advertising campaigns that enter this category will need to demonstrate an application or interpretation of data that is integral to an advertising idea or its execution. For example data that is the source for an important consumer insight or a meaningful story. Maria Garrido, Havas Global Chief of Insight and Analytics Officer, points at the risk of the advertising industry too quickly surfing on a trend without truly understanding the real business challenges of clients. For example: “Just because it’s cool to target Millennials or use only digital media, doesn’t necessarily mean it will help businesses reach their objectives”.
This is what’s happened with print advertising, which wasn’t seen as ‘cool’ by the ad industry. The opportunity offered with digital channels seems to be huge. However there seems to be some return to the well-trusted printed medium. We’ve shown earlier on our website the examples of Facebook and other pure players using again physical marketing to address their audiences.
One of the spectacular cases in Cannes using data, was about creating the ideal house for Swedes. A Swedish property portal used the information of its visitors to develop the ideal house. All clicks (200 million in 2014) on their portal were analysed and were the basis for two architects to come up with the ideal house for Swedes. They developed a prototype as a result of the data analysis. This prototype house became a hype online with already 600 people signing up to buy the house even before it was produced.
When the creative development process can be based upon data analysis, could the evaluation of whether an idea is creative or not also be analysed? In other words wil computers be able to select the most effective campaigns? Comes in Watson, IBM’s super computer. The Drum, a UK marketing and advertising trade magazine, used Watson for their June 15 issue. For example would Watson be able to pick out the best campaign in Cannes? Watson was ‘fed’ with more that 1000 previous Cannes Lions winners and losers. Eighty percent of these were used to have Watson create a classification system that would then be used to test on the remaining 20 per cent. The result was that of these 20 per cent Watson classified 90 per cent of the losers correctly and 78 per cent of the winners. Maybe artificial intelligence, based upon data, could support the human judging process in the future.Watson also proved how data can help editors to create the magazine. Much of the content benefited from the use of Watson. Watson was for example trained to the answers about advertising after having gone trough the insights of advertising legend David Ogilvy.
How can print benefit from this increasingly data driven advertising approach? A Swiss magazine, Fit for Life, uses data from the readers to personalise the cover of its magazine. Readers can go to the website of the magazine and order their copy with their favourite image. Future uses could also include the link between professional photographers at sports events who link up with the magazine’s website. Readers could then pick and choose the cover for their next personalised issue to have a very engaging magazine.