Emir Shafri, Executive Creative Director at Y&R Malaysia, is at ADFEST 2018 reporting on this year’s happenings. He spoke to Jury Presidents Melvin Mangada and Derry Simpson, and UM’s Atiek Sudirman, for their take on a little word that’s having a transformative effect on our industry:
Data. Like Vegemite, you either hate it or love it.
Many professionals laud Big Data, to the point that certain award shows have entire award categories for them. Others – creatives especially – feel that our industry’s big data obsession will be the death of us. Aren’t all the most timeless ideas born out of gut instinct rather than data-driven insight? Would Henry Ford have invented the automobile if market research showed that people wanted a faster horse? Steve Jobs wasn’t a fan of market research, either, famously saying: “People don’t know what they want until you show it to them.”
To an extent, I would agree. But before you call me an advertising Luddite – and believe me, having spent most of my time in digital marketing, I love embracing the new, too – hear me out. Data is like a map. But like a map without a compass, data alone won’t take your brand to its intended destination. Blindly following data will get you (and your brand) going around in circles.
First, let’s give credit where it’s due. The data we get nowadays from online behaviour and social media are way more powerful representations of consumer attitudes and behaviours than, say, a focus group discussion of five. And many creative leaders in Asia have already embraced the power of data in helping them unearth amazing stories.
“I am a big believer that great work can come out of relevant data. The key word here is relevant,” says Melvin Mangada, Chief Creative Officer of TBWA\Santiago Mangada Puno Manila. “In our agency, creatives and account management constantly collaborate with digital strategists and a social listening team to sift through the data.”
If data is the map, then information is the context: the legend and the reference points. But information alone isn’t enough. You’ll need to dig deeper and find an insight. To do that, we need to transform the way we work from our current siloed approach.
“At our agency, we have a very integrated way of working. We have creatives, account managers and planners sitting together from start to end. And we collaborate closely with our media, data analytics and client partners,” shares Derry Simpson, Group Managing Director of 303 MullenLowe Perth.
“Use data the right way by figuring out how you can translate it into an insight that connects to people. Only then will you have a powerful idea,” shares Simpson.
By combining an understanding of our client’s brand and of human behaviour with the treasure trove of data out there in the digital world, sprinkled with instinct and bravery, we’re able to turn data and information into insights. Now our map finally has direction: a sense of where to go, and where we need to stop along the way.
Consumer data goes hand-in-hand with creativity. One cannot exist without the other. Even media agencies – seen by some as the bogeymen – have begun to transform the way they work.
“We used to go into pitches alone. But now, clients don’t just want to see media schedules and reams of data. They want to see how it all seamlessly leads to a powerful insight, and ultimately, a creative platform to engage their consumers. Which is why we’ve started to collaborate closely with creative agencies,” shares Atiek Sudirman, Managing Director of UM Indonesia, who judged Effective Lotus & Media Lotus this year.
One thing is clear: love it or hate it; data is here to stay. We can either protest its existence to a shrinking crowd, or join the new breed of creative practitioners who respect and use data to their advantage. As long as we don’t blindly follow data, and instead use our expertise in human behaviour, knowledge of our clients’ brands, as well as a healthy dose of instinct, data will take your creativity far.
- Emir Shafri
