The tug of war between the retrospective resourceful model of creativity in marketing (let’s try, test, evaluate, repeat), and the proactive performance-based precedent model of data-led marketing is reaching a tipping point.
In conversation with several brand, creative, and marketing experts, Campaign Middle East has taken note of underlying angst within the market. There is a noticeable shift away from creative intuition and soft metrics towards data-led strategies that prioritise measurable outcomes and accountability.
According to the LIONS State of Creativity Report 2024 released at Cannes, marketers want to experiment more with creativity, but they feel frustrated because leaders
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