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I believe the future of agencies is to embrace data as an illogical act, to defend creative effectiveness

Abstract: Insight has led us to some truly iconic campaigns over the last 100 years, proving creativity really is the heart and soul of our industry. Today we see a minority of client campaigns hero creative excellence, even though we have an information advantage over yester-year. We should have greater insight than ever before. Data has yet to prove itself inspirational in the creative process, because we haven’t been able to extract any creative value from it. In this paper, I will show how music, the only art form that encodes, can help us unlock emotional connections from data and in doing so inspire our everyday work. I will do this through translating the skills & techniques used by music composers. Great insight

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