"If not, you're missing out: The role of creative director has changed!" says Mike Rich, Group Chief Marketing Officer at Aramex.As data becomes more central to the marketing and creativity process, the role of the creative director is evolving. Traditionally, creative directors were focused on conceptualising and executing visually compelling campaigns. Today, they are just as involved in analysing campaign performance. Creative directors are increasingly working alongside data analysts and marketers to interpret data insights and understand the success of their campaigns.
Understanding what creative elements work and why is key to refining future campaigns. This means that creative directors now need a solid grasp of analytics tools and performance metrics. The collaboration between creative and analytics teams ensures
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