The document discusses the intersection of data and creativity in consumer engagement, emphasizing the need to maximize creative impact while utilizing data insights. It highlights the declining effectiveness of traditional advertising methods, particularly among top consumer brands. The text advocates for an integrated approach that combines data and creativity to enhance user experience and validate marketing strategies.

1. Data, Creativity
&
Insights

2. Data & Creativity
1. FEBRUARY 2017
KOMFO WEBINAR

3. REVOLT STUFF
@GUS_MURRAY
#ManagingDirector
#DigitalStrategist
#UltramarathonRunner
#Australian
#NewDad

6. We’re students of
consumer engagement and
experimentation.

7. WE FOCUS ON THE
UNSEEN, OVERLOOKED
AND UNDERPRICED.

8. We trade in
Attention

9. Friend or
Frenemy
DATA & CREATIVITY

10. It was the best of times,
it was the worst of times.
CHARLES DICKENS,
TALE OF TWO CITIES

11. OplevelserPromised this.

12. OplevelserGot this

16. "Advertising is becoming
a tax only poor people
pay."
Scott Galloway, 2015

17. Spotify Premium
iPad / iPhone / iPod
Ad-free Content

18. Ninety per cent of the top 100 US
consumer package goods
brands – the guys who rely on
brand advertising – lost market
share, while 68% declined in
sales.

19. "not advertised in the
traditional way."

20. ON ONE EXTREME, CERTAIN
TYPES OF ADS, COMPLETELY
SACRIFICE USER EXPERIENCE IN
FAVOR OF AD REVENUE AND
PROVIDE THE USER ZERO
ADDITIONAL VALUE IN EXCHANGE
FOR THEIR TIME.
USER EXPEREIENCE

21. Oplevelser
LOUD,
EXTREMELY
UNPLEASANT,
AND
SEEMINGLY
IMPOSSIBLE
TO MAKE GO
AWAY.

23. Change our
Approach

24. "maximize our creative
impact."
TINA ALLAN, HEAD OF
DATA SOLUTIONS, BBDO
QUOTE SLIDE

25. ISelection

26. Oplevelser
“WITH THE
PURCHASE OF A
SERIES, WE LOOK AT
WHAT DOES WELL
ON PIRACY SITES,”
- VICE PRESIDENT OF CONTENT
ACQUISITION, KELLY MERRYMAN

30. 2Content

35. 3Context

36. https://youtu.be/AGL3Pz_98xQ

39. 4Personal

43. 5Instore

46. Now what…?

48. Oplevelser
USE TECHNOLOGY
AND DATA LIKE
REMBRANT USED
PAINTS & BRUSHES.

49. Shouldn’t be ‘either’ / ‘or’, but
rather ‘and’.

50. Data should be seen as a
means to create boundaries
in which to play.

51. Data vs. Information
Data Visualization
Focus Creative Brief
Creating Variations
MAXIMISE THE
CREATIVE IMPACT
FACILITATING CREATIVITY

52. Data
Information

53. Effective data
visualizations
give you insight.

54. How might we…?!
…reduce the
number of calls to
our call center?

55. A B

56. In our work, the hero is
creativity, but we insist on it
being informed, validated and
scaled using data.
IJE NWOKORIE,
CEO WOLFF OILINS

57. Thank you.

58. Revolt.dk

59. Q&A

60. Social Challenge Week 2017!

61. Thanks