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The revolution that’s got creativity against the ropes


Ben Hookway, CEO of Relative Insight sheds some light on the impending overhaul of old practices and why for marketers, blind decision making is a thing of the past.

This video is dedicated to distressed advertising creatives the world over.

Creatives that are sitting and waiting with baited breath to find out the fate of their future profession.

Admittedly the worry was with good reason, the advertising data revolution has meant that the industry is undergoing a period of fundamental change.

With so much technology being injected into the industry, breakthrough trends like programmatic ads, shockingly realistic customer experiences and wearables are all part and parcel of the advertising data revolution.

All the above, unquestionably would cause the granddaddies responsible for shaping the original creative revolution, to have a stern word or two with their younger, more tech savvy counterparts.

There is one trend that’s yet to receive the front page status it deserves however, and that’s language analysis. One of the companies at the head of the line in this technology is Relative Insight.

CEO Ben Hookway promises advertising creatives that the future of advertising will be a blend of data and creativity, and that for now- their jobs are safe.

“There’s always a place for great ads and great creativity, but that’s not at all in conflict with good data. Data and creativity are part of the same spectrum. So I think what’s going to happen at a macro level, is that all brands are going to be more data driven. There will be more bridging of the gap between data and creativity.

“And that’s going to happen at a top line marketing level and all the way down to programmatic ad targeting level as well. We give brands the capability to say the right thing at the right time, in the right way to the right person. So it opens up a massive number of creative options for them.”

The advertising data revolution will see data and creativity bound together for a long time to come, but a rather large and glaring question mark remains surrounding what lies ahead.

Could this be the start of the end for creativity in ads?