These days everyone wants to be big in data.
It guides our thinking, shapes our strategy and belittles our customers.
Within agencies, it has become just another silo mentality – a self-fulfilling prophesy.
But data wont decide between creative routes or directions.
It can’t make courageous creative decisions – at least, not yet.
And it won’t even find its way to the right people unless you help it.
This is a huge danger moving forward – brands standing still because outdated models tell them to.
Let’s use data to learn, not dictate.
Don’t succumb to analysis paralysis.