Connecting the Dots Between Data and Creativity
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Sometimes numbers tell a story.
When Culver City, Calif.-based agency Pitch was working on new creative for Public Storage, staffers found inspiration where they least expected it: in the stats. Data provided to the creatives showed that while 75% of people use storage space when moving to a new residence, a quarter of those who use it do so simply for more room. Sara Bamossy, chief strategy officer and partner at Pitch, was struck by this. “What does more space mean?” she asked. Further research answered: More space triggers “empowerment, excitement … because it was about making room for something good in your life,” she said.
While some creatives remain leery of “data”that catchall for everything from focus group research to social media analytics to campaign metrics, all mucking up the organic processbrands and their agencies are finding that data is a must-have element of the work.
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