When Big Data meets Big Creativity, you get pure sex

Data and creativity are the Montagues and Capulets of advertising. They are seen as polar opposites, yet when they combine they create something profound, like 'Romeo and Juliet.'

By: Tham Khai Meng

I was recently invited to take part in a debate in New York with the grand title “When Big Data meets Big Creativity.”

You know when you read a formula like that — when Big This meets Big That — something big and bad is supposed to happen. Like matter meeting anti-matter and making the universe disappear in one huge stellar bang. It implies that data and creativity are polar opposites, enemies forever at war like the Montagues and Capulets. Romeo Montague is data, Juliet Capulet is creativity. And ne’er the twain shall meet. That’s the theory anyway. And obviously, as a creative, I’m expected to sympathize with Juliet. After all, data is cold and clinical and soulless, isn’t it? And modern, too. Whereas creativity is warm, human, timeless and beautiful. Normally, you wouldn’t expect to catch a creative waxing lyrical about data.

Read the entire article on Campaign Live.

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