By Sally Makarem, managing director, DMS, UAE
Data and creativity are often viewed as opposites; even biologically they stem from different sides of the brain, while complementing each other perfectly. Some of the best works this year were created by data-inspired creativity rather than data versus creativity. Examining these two in silos limits their function. With the rise of digital, there is an enhanced need for real-time signals to accommodate rapid changes in consumer behaviour. The ability to use clean data in the right context enables marketers to connect better with their consumers and create brand connectivity as well as longer-term relationships. In my day-to-day work routine, I
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