Data and creativity: friends or foes?

DATA +
CREATIVITY
friends or foes?

“The definition of creativity
needs to change…we’re not in
the business of advertising
anymore.”
Sir Martin Sorrell, CEO WPP

© Copyright 2013 Beyond. All rights reserved. Private and Confidential
F&CK
YOUR
DATA!!!!

“Data in itself creates nothing.
Data has never created wealth…
it’s creativity which makes
things.”
Sir John Hegarty, Founder BBH

REMOVE FRICTION
BY DESIGN
Build a company to
from the customer experience

200 million connected
devices in 2000
50 billion connected
devices in 2020
AND THE ‘INTERNET OF THINGS’
MEANS WE’VE JUST STARTED…

WITH THIS CAME THE RISE OF
TRACKABILITY
93% OF CMOS ARE
UNDER MORE
PRESSURE TO DELIVER
MEASURABLE ROI
Source: Advertising Age “CMOs More Accountable In
Proving ROI, Yet Lack Resources To Execute 20/10/2014
PROGRAMMATIC BUYING
IS ON TRACK TO MAKE UP
TO 59% / $15.43
BILLION THIS YEAR
Source: CMO.com “Five Trends Driving Programmatic’s
Continued Growth 21/01/2016

BUSINESS IS
BEING RE-
DESIGNED

WHERE IS THE ROOM FOR CREATIVITY,
WHEN DATA IS ALL THE BOARDROOM
CARES ABOUT?
CANCELLED

MAN,
THIS DATA IS
POWERFUL

DATA DOESN’T
TELL A NEAT
STORY

EXPLORE +
IDEATE
CREATE +
VALIDATE
Applied Creativity
Time
CREATE + VALIDATE
EXPLORE +
IDEATE
Traditional Model
Applied Creativity + Teams of People
“If I had an hour to save the world, I’d spend 55 minutes thinking about the problem and 5 minutes
thinking about the solution.” — Albert Einstein
A WAY OF WORKING

We are identifying and solving the unknown unknowns
vision
vision
value
EXPLORE
VALIDATE IDEATE
CREATE
Here, each cycle takes just HOURS or
DAYS.
it is AGILE. by nature
Rapid ideation >> validation (i.e. “agile”) is needed…
PRODUCT VISION
ABSTRACT
PRODUCT VISION IS
TANGIBLE
We are solving the known knowns
A WAY OF WORKING

VIRGIN
Become the world’s most irresistible
brand?

EXPLORE WITH DATA.....
Fewer people are searching for virgin.com
0
10,000
20,000
30,000
1-Sep-08 1-Jan-09 1-May-09 1-Sep-09 1-Jan-10 1-May-10 1-Sep-10 1-Jan-11 1-May-11 1-Sep-11 1-Jan-12 1-May-12 1-Sep-12
All Organic Search Referrals to Virgin.com
"Virgin" Keyword Search Referrals to Virgin.com
Virgin.com referrals from search have grown by people searching for
Virgin’s brands. People searching for Virgin itself have decreased.
Conversations align with some values and not others
Smart
Disruption
(49%)
Red Hot
(29%)
Delightfully
Surprising
(19%)
Percentage of Conversations Including
Brand Value*:
Insatiable
Curiosity
(4%)
Fair
Play
(4%)
Heart-
felt
Service
(4%)
What Virgin should strive for in a
content strategy:
Delightfully
Surprising
Insatiable
Curiosity
Heartfelt
Service
Red Hot
Smart
Disruption
Fair Play
Content
* Out of a sample size of 900 conversations
Who’s talking about virgin and entrepreneurship?
68.1%
Male
31.9%
Female
Skews Male
Skews 18-35
0%
Under
18
63%
18-35
34%
35-65
3%
Over
65
Business/Technology Interests
Business Owner Focus
31% Business Owner Self/Employed
22% Corporate Executive
17% Works in /with Technology
11% Musician/Artist/Writer/Filmmaker
3% Student
16% Other employee type
36% General Business
20% Technology/Engineering
18% Startups
7% Sports and Fitness
6% Art and Design
5% Music
4% Travel
2% Environment
61%
USA
11%
UK/Ireland
7%
Asia
7%
Western
Europe
4%
Australia
and N.Z.
3%
South
Africa
3%
Other
Africa
2%
Central /
Latin
America
2%
Eastern
Europe
1%
M.E.
USA
Focus
Conversation is on average neutral
Negative
Tone
Positive
Tone
Neutral
Tone
High
Penetration
Low
Penetration
Business Tips
and Advice
Small Business
Focus
Startups + Tech
CultureYoung
Entrepreneurship
Work/Life Balance
Social
Responsibility
Sustainability
Entrepreneurship Subthemes within Social Media Conversation Takeaways
• Content could take more of a
stance or instigates a response,
put forth a genuinely unique
idea, or looks at business from a
different angle.
• Harnessing Virgin’s community
of followers to write content
about entrepreneurship – tech
and startups in particular –
could provide content on either
side of the neutral line to help
drive conversation.
what emotions are surrounding the conversations?
Contest: (47%)
Anticipation: (29%)
Wonder: (8%)
Recommendation: (4%)
Experience: (1%)
Humour: (1%)
Other: (9%)
Emotive Reaction Within Conversations
31% 2%
Call to
Action*
20%
No reaction:
47%
*Call to action: the post actually directs users to engage with the content
or with Virgin itself (e.g., “you must read this ASAP”).
Takeaway
Music festival content should build on consumers’ sense of anticipation, as
well as aim to keep the experience alive after the festival itself.
What triggers reactions in the
Emotive Conversations?
Target personas
Kate
Randolph
@kran2010
Age 20
Student
Manchester, UK
“Music Festival Junkie”
Key points:
• Student at university
• Very outgoing, social
• Knows hot music trends
What’s important to her?
• Keeping up-to-date on the music fests in the UK with
lineups, prices, dates and giveaways.
• Having a great time dancing and listening to music
with her friends, as well as meeting new people with
whom she can share these fun experiences.
What’s she looking for?
• Deals on tickets and special access for the music festivals
she wants to attend, as well as information on early
lineup releases, new venues and after-hours shows.
• Fun ways to enjoy the music festivals she can’t attend
from afar, via television, streaming or a combination.
• Loves to dance
• Interest in sports and fitness
• Uses Facebook, Twitter
James Fallow
@singinjames
Age 28
Independent Musician
Austin, TX
“Self-made Musician”
Key points:
• Devoted to his craft
• Trying to ‘make it big’
• Seeking sponsorship
What’s important to him?
• Making time outside of his work to write his music
and practice the guitar, as well as prepare for shows,
promote himself, and try to raise money for an EP.
• Maintaining his musical originality and seeing its
effect on people’s pleasure.
What’s he looking for?
• New methods for promoting himself, financing a
record, travelling to shows and finding equipment.
• A means to get involved in the music community by
keeping a handle on the scene and by supporting his
fellow musicians.
• Side job as radio DJ
• Uses Twitter, Facebook
• Works at a recording studio
and a local venue at night
Sam Spear
@samuelspear
Age 37
Senior Account
Manager, PWC
London, UK
“Enthusiastic Music Advocate”
Key points:
• Self-proclaimed music fanatic
• Explores the current trends
• Side interest in sports and art
What’s important to him?
• Being the tastemaker among his group of friends
by discovering the best new indie and pop artists.
• Attending concerts and music festivals after work
and on the weekends to meet new people and share
common interests about music and other culture.
What’s he looking for?
• An online content destination where he can discover
new artists, read profiles and download playlists.
• Exclusive behind-the-scenes looks at music festivals
and concerts, ways to watch concerts and festivals he
isn’t able to attend, and access passes for other shows.
• Mid-level employee
• Often attends concerts
• Spreads taste to peers
Target personas*
*Personas are formulated based upon the most common trends within
the demographic data. They are not actual people.

I AM
SO CREATIVE
RIGHT NOW!

PHEW…
I WAS HAVING
SO MUCH FUN
I FORGOT
WHERE I WAS!
I LOVE MY DATA!

DATA HELPS
DEFINE THE
QUESTION

NEW IDEAS COME
FROM COMBINING
DIFFERENT
PERSPECTIVES

Data and creativity: friends or foes?

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