April 20, 2019

If you want to understand the gap between creativity and data science in marketing, look no further than the creative brief. 

A good creative brief is two things: creative and brief. It’s the art of sacrifice. A primary audience. A customer insight. A single most-important message to communicate. And a handful of supporting facts, or reasons to believe. 

This single-mindedness makes a lot of sense to focus creative energy, especially when your goal is to tell one audience one story at a time. In practice, however, marketing’s art of sacrifice limits a brand’s a...

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© 2017 by David Sonderman