One of the impacts of the evolution of digital has been the increased intelligence around consumer behaviour. But has this reliance on data decreased the requirement for creative excellence? This presentation explores the tension between the use of data to inform the creative and the freedom of intuition. *This is an image heavy presentation, so I have included notes to provide context*

1. 1

2. Let’s
start
by
providing
the
context
which
will
underpin
the
contents
of
this
presenta:on.
Over
the
course
of
:me,
the
meaning
of
PR
has
been
fragmented.
So
let’s
reclaim
the
real
defini:on
of
PR.
Public
Rela:ons.
Rela:ng
to
the
public.
This
is
more
than
media
rela:ons
and
news
room.
Thinking
of
PR
in
this
way
introduces
a
crea:ve
freedom
to
tap
into
all
of
the
consumer
touch
points
to
bring
your
brand
story
to
life.
Also
as
a
concept,
rela:ng
to
the
public
makes
channel
integra:on
a
necessity.
However,
rela:ng
to
the
public
is
a
sizeable
task
as
you
have
to
take
into
account
the
different
behaviors
and
environments
the
public
now
play
in…
2

3. 80%
of
internet
users
own
a
smartphone
92%
use
their
smartphone
as
the
primary
device
to
access
the
internet
Yahoo
Flurry
analy:cs
have
found
that
90%
of
consumers
mobile
:me
is
spent
in
apps
3

4. The
popula:on
online
have
on
average
5
social
accounts.
This
is
where
they
are.
It
is
by
these
avenues
that
a
brand
can
be
part
of
their
world
and
contribute
to
their
conversa:ons.
4

5. 90%
of
our
media
consump:on
occurs
in
front
of
a
screen
(Google
study)
91%
of
Millennials
and
85%
of
Genera:on
X
online
users
have
used
a
second
screen
while
watching
television.
(Sta:sta)
5

6. There
was
a
:me
when
a
brand
could
broadcast
and
they
could
guarantee
reach.
Not
the
case
anymore;
We
can
remove
brands
from
our
feed
We
can
unfollow
We
can
skip
ads
We
can
change
browser
se]ngs
Never
before
has
this
public
had
so
much
power
over
what
we
are
served
6

7. There
is
a
permission
to
play
across
a
mul:tude
of
consumer
touch
points
which
weren't
there
before
which
means
tradi:onal
prac:ces
in
isola:on
will
not
cut
it.
However,
the
old
rules
s:ll
apply…
Since
the
beginning
of
marke:ng
:me
the
challenge
for
brands
has
always
been
to
produce
the
right
message
to
the
right
people
in
the
right
place
at
the
right
:me.
Your
marke:ng
efforts
need
to
resonate
with
the
people
you
want
to
engage/
purchase
the
product
you
are
offering.
So
what
has
changed?
The
evolvement
of
data,
analy:cs,
and
technology.
7

8. The
evolvement
of
the
data,
analy:cs,
technology
means
that
we
know
where
you
are,
and
when,
and
who
with
and
what
you
feel
about
doing
it.
Data
has
definitely
enhanced
a
marketers
ability
to
tap
into
the
right
people
in
the
the
right
place
at
the
right
:me…but
the
message,
has
that
benefited
from
the
increase
in
data
Such
is
the
level
of
available
informa:on,
that
is
actually
harder
to
not
speak
to
the
right
audience
at
the
right
:me.
8

9. So
with
this
abundance
of
data,
surely
marke:ng
has
become
easier.
It
depends…
There
is
a
certain
safety
net
that
accompanies
the
richness
of
data
available
to
us.
Plus
it
is
much
easier
to
get
budget
for
an
ac:va:on
if
you
can
start
a
statement
with
“Trends
shows
that
this
message
will
resonate
with
our
audience….”
“Here
are
examples
of
where
this
has
landed
before…”
Why
would
you
go
out
on
a
limb,
and
challenge
an
insight
that
has
proven
to
resonate
with
your
target
demographic
at
a
certain
:me?
Why
would
you
defer
away
from
a
winning
formula
in
your
sector?
Data-­‐lead
crea:vity
will
most
certainly
limit
failure,
however
will
it
push
boundaries
and
be
pioneering?
Also,
it
is
important
to
acknowledge
that
the
access
to
data
will
be
similar
for
many
compe:ng
brands-­‐meaning
the
crea:ve
output
will
be
similar
in
vain.
It
reminds
me
of
a
:me
I
agended
an
all
agency
planning
mee:ng
with
a
client
for
a
well
known
car
brand.
The
crea:ve
agency
presented
some
really
cool,
disrup:ve
crea:ve
concepts
which
were
then
vetoed
by
the
client.
The
session
ended
with
us
planning
video
content
with
a
script
that
included
that
would
have
somebody
driving
the
car
over
a
bridge
at
night,
with
a
beau:ful
cityscape,
one
shot
of
the
driver
looking
in
the
rearview,
obviously
has
designer
stubble,
close
up
of
the
alloys…You
could
have
put
any
badge
for
any
car
on
this
and
it
would
have
worked.
9

10. The
problem
with
this
abundance
of
data,
is
everybody
has
access
to
it.
All
of
your
peers
have
access
to
the
same
third
party
data
as
you,
and
some:mes
your
product
USP
is
not
quite
enough
to
cut
it
with
today’s
:me
poor
audience.
How
to
make
them
care
is
just
as
big
a
challenge
as
always
was.
How
do
you
get
cut-­‐through/stand-­‐out,
achieve
dis:nc:veness
with
your
brand
stories….with
a
ligle
bit
of
intui:on
10

11. Its
at
this
point
I
want
to
remind
you
about
the
framework
we
are
working
within
here.
We
are
rela:ng
to
to
the
public
–
and
whilst
data
plays
a
role
of
how
we
use
the
message,
it
shouldn’t
shackle
the
crea:ve
process.
Using
intui:on
to
find
that
“real
world
truth”
will
unveil
territories
to
play
in
that
may
not
have
been
visible
from
pure
data.
At
Splendid
we
believe
that
accessing
the
“real
world
truth”
will
provide
a
gateway
to
tap
into
the
following
emo:onal
states…
11

12. 12

13. 13

14. 14

15. 15

16. Once
you
have
that
insight,
you
then
have
to
bring
it
to
life.
The
only
way
to
connect
to
real
people
is
to
tell
the
story
in
real
world
terms.
Having
the
right
insight
at
the
root
is
a
great
founda:on
to
growing
a
story
that
travels.
16

17. This
was
a
campaign
developed
in
Brussels
by
an
agency
called
Gonzales
The
challenge
was
to
bring
the
tagline
“happiness
starts
with
a
smile
into
the
real
world”
So
the
insight
was
simply
laughter
is
infec:ous.
To
bring
that
to
life,
they
focused
on
a
scenario
where
you
tend
not
to
hear
a
lot
of
laughter
and
looked
at
how
they
could
disrupt
the
behavior
norm
there.
They
hired
a
man
to
stand
on
a
subway
train,
watching
something
funny
on
his
laptop
and
laughing
hysterically.
That’s
it.
At
the
end
of
the
journey
there
was
a
squad
of
staff
ready
to
hand
out
free
drinks.
Over
:me
people
started
laugh
along
with
them
as
they
couldn’t
help
themselves
and
the
coke
team
were
on
hand
out
coke’s
when
he
came
off.
You
can
find
the
campaign
video
on
YouTube,
which
is
currently
at
over
1.6
million
views
17

18. We
all
have
that
smug
friend
who
lets
you
know
exactly
how
behind
the
curve
you
are
when
speak
about
a
new
ar:st,
band
or
DJ
you
are
a
fan
of.
“I
have
been
listening
to
them
for
ages”
“I
told
you
about
them
ages
ago”
Spo:fy
have
cleverly
brought
that
conversa:on
to
life
by
acknowledging
those
early
adopters
of
an
ar:st.
Found
them
first
is
a
microsite
that
lets
Spo:fy
users
see
which
musicians
they
heard
on
Spo:fy
before
they
became
a
breakout
ar:st.
It
focuses
on
the
first
15%
of
breakout
ar:st’
listeners.
A
great
way
for
a
fan
to
feel
empowered
that
they
were
part
of
the
ar:sts
success
story.
Within
the
first
week
of
the
going
live
the
site
generated
over
1
million
visits.
It
quickly
filled
newsfeeds
and
twiger
streams,
garnering
nearly
25,000
men:ons,
and
over
100
Million
social
media
impressions.
And
whether
it
was
pop
culture
or
tech,
media
all
across
the
globe
took
no:ce,
winning
an
abundance
of
awards
including
a
Cannes
Lions.
18

19. This
is
a
campaign
developed
by
my
colleagues
here
at
Splendid
prior
to
me
joining.
This
is
the
campaign
that
really
underpinned
the
value
of
real
world
insight
and
ul:mately
helped
my
decision
to
join
the
company.
The
Tesco
challenge
at
Christmas
was
cut
through.
Christmas
in
this
day
and
age
is
synonymous
with
big
budget
ads
that
are
emo:ve,
some:mes
animated
with
a
moody
teenager
singing
a
cover
of
an
old
pop
song.
Got
to
love
the
John
Lewis
key
change.
So
how
do
you
bring
Every
Ligle
Helps
to
life
at
Christmas
where
there
is
already
so
much
noise.
Well
rather
then
focus
on
food,
family
and
presents,
the
brainstorm
was
geared
towards
fes:ve
frustra:ons
where
they
ended
up
on
Christmas
lights.
The
insight:
When
you
get
out
the
lights
for
Christmas,
they
are
always
tangled
or
random
bulbs
don’t
work.
So
we
employed
the
UK’s
first
ever
‘Christmas
Tree
Lights
Untangler’
to
make
light
work
of
this
Yule:de
bugbear.
We
placed
a
job
ad
in
a
local
Wrexham
paper
(research
showed
it
as
the
town
most
frustrated
with
this
issue)
and
received
over
100
applica:ons.
The
winner
was
placed
in-­‐store
and
you
could
bring
your
lights
for
untangling
19

20. So
what
next?
There
is
so
much
poten:al
for
earned
impact
off
the
back
of
an
intui:on
led
campaign,
but
to
really
amplify
it,
there
is
s:ll
a
role
for
media.
Here
is
where
the
data
comes
in.
Kni]ng
the
brand
narra:ve
in
a
way
that
allows
it
stay
intact
wherever
it
is
exposed.
Rela:ng
to
the
public
should
not
be
confined
to
one
communica:on
discipline
if
it
is
to
travel.
20

21. Aligning
KPI’s
with
metrics
that
are
business
centric
will
not
only
paint
a
fuller
picture
of
the
impact
of
the
campaign,
it
will
also
play
a
role
in
protec:ng
budgets
Let’s
use
search
as
an
example.
Of
all
of
the
channels,
it
is
unique
in
the
fact
that
it
is
a
non-­‐disrup:ve
form
of
marke:ng.
Search
is
simply
catering
a
need
state
that
the
user
has.
The
thing
that
has
encouraged
them
to
search
has
happened
elsewhere.
In
a
lot
of
cases
search
tends
to
be
the
primary
source
of
traffic/revenue
for
brand
websites,
but
something
external
encouraged
that
search.
Understanding
the
impact
of
the
story
and
its
influence
on
a
consumers
propensity
to
search
is
one
way
to
start
building
a
success
framework
for
brand
campaigns.
Remember,
rela:ng
to
the
public
provides
a
permission
to
think
like
this.
Using
social
to
understand
brand/campaign
sen:ment
can
also
contribute
to
this
overview.
21

22. So
in
conclusion
developing
a
story
that
travels
can
be
data
driven,
however
it
can
hinder
the
crea:ve
poten:al
Thinking
of
PR
as
rela:ng
to
the
public
will
unlock
crea:ve
routes
that
span
across
mul:ple
touch-­‐points
Discovering
the
real
world
truth
will
take
you
along
the
path
of
finding
an
idea
that
people
give
a
damn
about
Data
most
definitely
has
a
role
in
planning
how
to
amplify
the
idea,
however
the
idea
should
earn
credibility
and
be
strong
enough
to
remain
intact
wherever
it
is
told
For
a
full
understanding
of
how
the
idea
resonated,
development
of
a
mul:
touch-­‐
point
KPI
matrix
will
help
align
with
business
goals
22

23. 23