At this year’s Dubai Lynx International Festival of Creativity, we debated the power of data:
‘The Big Data Diet: Does Less Data Feed More Creativity?’
Led by Simon Goodall, Global Chief Strategy Officer, MullenLowe Open, this creatively compelling conversation investigated how data impacts the creative process. In the present age of consistent digital proliferation, and with brands vying for consumer attention, does the idea of “big data” inhibit creativity or improve it? Is there such a thing as too much data? Is it time for a Big Data Diet?
At the region’s annual event for the creative communications industry, Simon Goodall was joined by Kim Hardaker, Senior Manager, GLC Digital and Hala Tourism Marketing (part of Etihad Aviation Group). These industry-leading thought leaders explored the opportunities and limitations of big data for creative industries.
Simon Goodall, Global Chief Strategy Officer, MullenLowe Open says “Big data is like an all-you-can eat buffet. The sheer abundance is incredibly appealing at first, but the reality rarely lives up to the promise. I have yet to see ‘big data’ give birth to a truly world changing brand idea – right now, only the creativity of the human brain seems capable of doing that.”
Kim Hardaker, Senior Manager, GLC Digital and Hala Tourism Marketing within Etihad Aviation Group adds “We are collecting and processing more data than ever. It undoubtedly helps to drive efficiencies in our media choices but the challenge is to ensure we are optimizing for the customer experience, not just the bottom line.”
MullenLowe Open thanks Dubai Lynx International Festival of Creativity for the opportunity to share our point of view with the industry and greater Dubai Lynx audience.