The Power of Quantified Creativity
By Ciaran McKivergan, CEO and founding partner at 8909
We live in a data-driven world, with more information – and therefore more insights – available than at any point in human history. So why aren’t we using that data to create better… everything? Nothing is more powerful in advertising than an epic idea – but the opportunity is wasted if it’s executed badly, and Quantified Creativity is the best way of bringing the two together to execute with excellence.
When I was studying Psychology and Media Studies, I learned that in academic writing, you can only claim or state something if it is backed by research. When I started advertising, I assumed that all strategies were being developed in the same way – but that turned out to be a false assumption.
That insight led to the development o...