Adam Talks Data-Driven Creative in AdAge
By Traction
Boy, your creative must really suck." Never one to mince words, Traction CEO Adam Kleinberg expanded on his issues with data-driven creative in the latest edition of AdAge.
"Boy, your creative must really suck."
Never one to mince words, Traction CEO Adam Kleinberg expanded on his issues with data-driven creative in the latest edition of AdAge . Championing the value of "insight" as a valuable creative tool that should not be spreadsheeted away - Adam had choice words for fans of Big Data.
"Data doesn't tell you to hire Betty White.
Data doesn't tell you to invent the Nike Fuel Band. When my agency created a campaign for Adobe around a game called "Real or Fake?" there was no data involved. Somebody threw out the idea in a brainstorm and our creative director said, 'That's it!' "
Adam Kleinberg Traction CEO
As digital marketers, we're constantly tasked with getting customers to do something. Like this. Click that. Comment here. Buy now. Engage, please.
Here's a video on my panel this week at OMMA RTB.
I'm writing this post on an airplane, watching President Obama's inauguration in real-time as I soar across the United States. I'm heading to NYC because I'll be speaking on a panel titled From Real-Time Bidding to a Real-Time Marketing Culture at the OMMA RTB conference this Thursday, January 24.