Jaywing’s Gavin Shore, Creative Director, and Head of Digital Analysis Mitch Vidler, explore the fiery relationship of data and creativity. Presentation delivered November 2015 at the Digital Leaders Masterclass, Leeds

1. Gavin Shore
Creative Director
Mitch Vidler
Head of Digital Analysis
Hello

2. Making sense of a
confusing world

3. Data can’t buy me love
Creativity can’t be quantified

4. Creativity
Data
vs
#TeamCreative
#TeamData #DLMLeeds
#DLMLeeds

5. Creativity can’t be rigorous and empirical
#TeamCreative #TeamData#DLMLeeds

7. Creativity can be braver when
you balance insight with instinct
#TeamCreative #DLMLeeds

8. Data can’t understand feelings
#TeamCreative #TeamData#DLMLeeds

10. People are social animals, communication of
emotions are key to being human. Listening to
these emotions creates data, which can be
understood and interpreted.
#TeamData #DLMLeeds

11. #TeamCreative #TeamData#DLMLeeds
Creativity can’t get to the right
person at the right time

14. Creativity can make people pay
attention and inspire engagement
#TeamCreative #DLMLeeds

15. #TeamCreative #TeamData#DLMLeeds
Data can’t cause an emotional reaction

17. Data knows when, where, how and what to
communicate hitting the maximum emotional
sweet spot at the best times using mathematics.
#TeamData #DLMLeeds

18. #TeamCreative #TeamData#DLMLeeds
Creativity can’t predict someone’s needs

21. VIDEO

22. Creativity can respond to a need in
the most surprising, inviting way
#TeamCreative #DLMLeeds

23. #TeamCreative #TeamData#DLMLeeds
Data can’t engage people

25. Data can spark interest, making
immediate, timely and relevant content.
#TeamData #DLMLeeds

26. #TeamCreative #TeamData#DLMLeeds
Creativity can’t transform a business

31. Creativity can reimagine a business
to get people to reappraise it
#TeamCreative #DLMLeeds

32. #TeamCreative #TeamData#DLMLeeds
Data can’t position a brand

34. Using data to understand who you are and
using data to work out who you want to be
is all brand positioning is about.
#TeamData #DLMLeeds

35. #TeamCreative #TeamData#DLMLeeds
Creativity can’t predict the future

38. VIDEO

39. Creativity can shape culture and
the lens we put on the future
#TeamCreative #DLMLeeds

40. #TeamCreative #TeamData#DLMLeeds
Data can’t spark the imagination

42. Data can do things we could only
imagine 5 years ago. Data and
imagination are the only limitations.
#TeamData #DLMLeeds

43. Data now
#TeamData #DLMLeeds

44. #TeamCreative #DLMLeeds
Creativity now

45. Creativity and Data need to flex, with
humility and respect for each other.
Only together can they drive true brand
value and better customer value.

46. Thank you