The document discusses the relationship between data and creativity in advertising and consumer engagement, emphasizing the need for a balance between the two. It highlights the challenges faced by brands reliant on traditional advertising methods, with most top consumer package goods brands losing market share and revenue. The key takeaway is the importance of utilizing data to enhance creativity and improve user experience in advertising campaigns.

1. Data & Creativity
22. SEPTEMBER 2016
KOMFO SUMMIT

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

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

6. We trade in
Attention

7. Friend or
Frenemy
DATA & CREATIVITY

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

9. OplevelserPromised this.

10. OplevelserGot this

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

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

16. 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.

17. "not advertised in the
traditional way."

18. 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

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

21. Change our
Approach

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

23. ISelection

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

27. 2Content

31. 3Context

32. https://youtu.be/AGL3Pz_98xQ

35. 4Personal

39. 5Instore

42. Now what…?

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

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

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

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

47. Data Information

48. Effective data
visualizations
give you insight.

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

50. A B

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

52. Thank you.

53. Revolt.dk