As first presented at ad:tech Sydney by Aneeket Dayal & Hugh Munro of Tongue. Is data killing creativity? Hells no! But in the wrong hands, data can be a a burden rather than a spark for big ideas. And with a proliferation of 'big data', marketers are struggling to decode the data matrix. Instead, Data-Ade gives marketers a fresh approach to data that works. Take your data with a splash of Data-Ade to both inspire big ideas and tell brilliant stories. When life gives you data, make Data-Ade!

1. FUEL OF CREATIVE CHAMPIONS

2. Hugh Munro
Strategy Director
Aneeket Dayal
Digital Strategist

4. LET’S PLAY.
Get a partner.
Best of 3.

5. “Three times lucky.”

6. “Bad luck comes in threes.”
“Three times lucky.”

7. 28,000,000,000 GB
of data is produced. Daily.

10. When life gives you data, make

11. IDEA
INSIGHT
ACTION
DATA DATA
ROLE OF DATA IN THE CREATIVE PROCESS

12. IDEA
INSIGHT
ACTION
ROLE OF DATA IN THE CREATIVE PROCESS

13. IDEA
INSIGHT
DATA
DATA
The insightotonic fuel for
ideas.

14. Step 1
Treat data as the
start of a question,
not the answer.

16. “Data itself isn’t the solution.
It’s just part of the path to that
solution.”
Kristian J. Hammond, Harvard Business Review

17. Fact: 80% of men are
stealing dabs of their
woman’s moisturiser.

20. Fact: 80% of men are stealing dabs
of their woman’s moisturiser.
Insight: Men want to take care of their
skin without looking like a girl.

21. http://www.youtube.com/watch?v=Uk-2HnfVocI

22. Step 2
Mix with a healthy
embrace of
contradiction.

23. Data
Contradictor
y Data

24. Data
Contradictor
y Data
Here be
stories

25. Australian women
use “swim wear”
over “bikini”.
Australian women
use “bikini” over
“swim wear”.
SOURCE: Google TrendsSOURCE: Google Trends

26. Australian women
use “swim wear”
over “bikini”.
Australian women
use “bikini” over
“swim wear”.
SOURCE: Google TrendsSOURCE: Google Trends

27. In October, women prefer to think about “swim wear”…
…but by January, they’re finally ready to embrace the “bikini”.

28. Step 3
Finish with a good
measure of willing
ignorance.

29. of train-related deaths
in 2011 were suicides.
81%
SOURCE: Transport Safety Victoria

30. Eat a tub of super glue

31. “We are so busy measuring public
opinion that we forget we can mold it.
We are so bust listening to statistics we
forget that we can create them.”
Bill Bernbach

32. 1. Treat data as the start of a
question, not the answer.
2. Mix with a healthy embrace
of contradiction.
3. Finish with a good measure
of willing ignorance.

33. IDEA
ACTION
DATA
DATA
Your one stop shop for data
fueled story telling!

34. “Never trust anything that can
think for itself if you can't see
where it keeps its brain”
J. K. Rowling

35. Step 1
Data is not the
story, but part of
the narrative.

36. Bridging the gap from numbers to story.
STATS TESTED
DATA
THE
FACTS THE ANGLE
THE
STRUCTURE
THE
LANGUAGE
STORY TO TELL
CREATING THE NARRATIVE

37. DATA ONLY APPROACH
CNN Freedom
Project

38. DATA-FUELED STORYTELLING
Millions of people from 200
countries have visited
slaveryfootprint.org to
discover their connection to
modern-day slavery.
Same data, new approach.

39. THE POWER OF MOVIES
Created for COMMUNITIES not just
demographics!

40. Step 2
Add a pinch
of emotional
context.

41. COMMUNITIES ARE FUELED BY
EMOTIONAL CONTEXT
1. Passion
2. Share interest
3. Collective
4. Purpose
5. Real-time

42. AN EMOTIONAL STORY FOR ASOS
EMOTIONAL DATA
- Disillusioned & disinterested
about the idea of marriage.
- Yet would happily marry their
favorite piece of clothing.
RATIONAL DATA
- Always out and about.
- Reside within CBD locations.
- IX: 300 try something new.
Fashionista Community

44. “Success comes
from standing out,
not fitting in.”
Don Draper

45. Step 3
Challenge
the media
status quo.

46. THE EXPECTED
Audience Data:
- 600,000 unique
visitors a month
- 81% Women
- 19% Men
WHAT ARE 114K MEN
DOING ON AWW?

47. THE UNEXPECTED
- Over-index in online purchases
- Show higher response rate to ads
- Stay longer on WW Article pages
- Household decision maker
- Enjoys social media
Nielsen and RM 2013 Stats

48. Making the SMH Sexy for 1 Day = 0.35% CTR

49. 1. Data is not the story, but
part of the narrative.
2. Add a pinch of
emotional context.
3. Challenge the media
status quo.

50. FUEL OF CREATIVE CHAMPIONS