Data-driven creativity has people at its heart

Incredible impact comes from combining critical thinking and creativity with data and technology. This came through loud and clear when Vodafone Australia’s General Manager Brand & Marketing, Natasa Zunic, spoke at Hogarth’s recent data-driven creativity event.

She spoke candidly about how Vodafone has been working toward changing its traditional marketing processes from linear to dynamic and real-time. This brings people and datasets together in ways that weren’t possible previously. 

With the goal of creating personalised, consistent messaging for each customer across every channel and touchpoint, she says the new way of thinking is delivering tangible creative impact. But it’s an ongoing process of change that requires the transformation of existing mindsets and organisational practices.

This is true for all of us. As brands grapple with the insatiable demand for content and look for ways to increase efficiencies, enable personalisation and improve output through embracing new technologies, this is an important conversation. 

Creative impact will always be led by people. But when critical thinking and creativity are empowered by data and technology, in a truly integrated way, our ability to solve complex problems and deliver real business results is exponential.

@natasazunic @Vodafone @hogarth @wppaunz #digitaltransformation #wppaunz #data #telco #creativetransformation #creative #marketing #personalisation