#Creativity
Balancing data with creativity in marketing
Chief marketing officers understand the potential of data and analytics to transform customer understanding. But marketing still requires creative thinking to ensure consumers are targeted effectively with a message that cuts through the noise. Here are five examples
Why marketers must pursue creativity and excellence
‘We need to arm marketers with the tools to enable them to make the right decisions. It’s easy to be blinded by the many measurements of short-term growth and key performance indicators that surround us’
What is driving change in the events industry?
‘This is a diverse industry which needs to make the most of technology and every single asset it has’
Five new creative jobs for AI
Artificial intelligence is shaking up the world of work, automating out routine tasks and freeing workers to concentrate on the more creative elements of their job. But it can often be surprisingly good at mimicking human creativity, and with varying levels of human involvement is now making inroads into new areas of work
Why you must pair data with human creativity
The 'data versus humans' conflict is one that many organisations face, but companies must realise that software is no replacement for creative decision-making
Should brands bring advertising in-house?
The last few years have seen swathes of companies in-house their advertising functions, but what is the impact on creativity when your employees are working on the same brand, year in year out?
Redefining creativity: is tech killing the imagination?
Critics say that technology is compromising our ability to be creative but, if used correctly, it could have the opposite outcome entirely
Creators face an evolving challenge protecting IP
Protecting intellectual property and rewarding the creators of original works is a moving target as online technology continues to evolve