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Contagious: Creativity for humanity

2/6/2020

SOURCE: https://www.contagious.com/news-and-views/creativity-for-humanity-we-communications

Creativity for humanity

Data is an essential part of our everyday lives, but is our obsession with analytics killing our creative souls? At Most Contagious in New York, Ray Page, executive vice president of digital & experience technology at WE Communications, a Contagious thought-leader partner, argued for more collaboration between data and creativity, and explained why we need to future-proof our creative team structures.

Contagious, Feb. 6, 2020

(Image courtesy of Contagious)

The best campaigns, he explained, are those that use data and tech but are fuelled by human emotion and creative ideas.

What we’re all striving for, argued Page, is brand voice (‘the way a brand communicates today couldn’t be more important… even the way a CEO behaves goes into the way we perceive brands today’), digital expression and tech for behavioural change.