September 2025
Beginner to intermediate
200 pages
5h 48m
English
Content preview from Using Creativity and Data in Marketing
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10 The art of standing out
This chapter talks about how data can inspire better ideas without draining the life out of creativity.
I really hate the word ideation, but I admit that I’ve used it a lot. It’s one of those words that show us how disconnected advertising is from real people. I’ve never said, ‘I had a great ideation session the other day’ to my real friends. And it can get even worse. I heard someone at a conference in London say that their agency does ‘imagineering’ – I nearly spat out my coffee. The ad industry loves a portmanteau and an acronym to make something simple sound cleverer than it is.
Despite the ad industry’s penchant for complicating simple things, ideas for most remain the most exciting part of the business. It’s ...
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