Published first on Econsultancy.
Data and creativity are often considered at odds with one another: the science and rigour that data brings is said to kill the magic of creative ideas.
Award entries at the first Cannes Lions Innovation festival show this mindset is shifting.
As brands and agencies we have access to increasing volumes of data and we are using these to make our customer experiences more relevant, more interactive and more effective.
The inaugural Cannes Lions Innovation festival which took place this week reflects this shift and shows us how brands and agencies across the industry are achieving this and provides a glimpse of innovations to come.