May 09, 2019 under
JUSTIN THOMAS-COPELAND, PRESIDENT, RAPP NY, ON CREATIVITY AND DATA, WITH FORBES
"The advertising industry has changed dramatically. Brand CMOs have become responsible for business objectives in addition to brand goals — and that impacts everyone in a leadership role, big brand or not. In today’s C-suite, data makes the rules, which is why executives have increasingly turned to tech-enabled consultancies for marketing advice over the past several years. But in general, consultancies haven’t been able to muster the creativity required to supplant traditional agencies completely. There are still plenty of questions about how companies can achieve that perfect mixture, but the benefits of doing so are clear. According to McKinsey, businesses that have successfully integrated creativity and analytics have grown twice as fast as those that haven’t. Companies like The Shipyard assert that the answer lies in pairing creative talent with data scientists in an approach it dubs “marketing engineering,” while others have developed their own ways of marrying the two."
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