Topic
Every post on the Index about data and creativity.
Dahv argues that CEOs increasingly see marketing as overhead, but Divine's launch shows storytelling can drive momentum. Pairing data with creative narrative, and using real-time feedback to pivot, is presented as the way to turn marketing from cost into growth.
Joel argues that marketers who rely on guesswork are falling behind, since AI can pinpoint targets. Its insights only produce growth when people supply strategy, interpretation and creativity, so the goal is to combine data and human judgment.
By Joel Breen
Dahv points to FIFA's YouTube partnership and FilMart's focus on AI and short dramas as examples of creativity guided by data. Dahv argues that marketers who ignore these trends and don't experiment boldly will fall behind.