While I don’t know this for certain, I’m guessing that this
group will delve into data to come up with better insights for the purpose of
coming up with better creative.
As the leader of this new group said, “This is a huge
opportunity for clients and for us, to remove data as a distraction and
position as a tool in the creative palette.”
Or, in other words, the goal is “using data to inspire
creative work or creative thinking.”
Bet the creative types at Ogilvy are overjoyed about having another tool in the old creative palette.
If Ogilvy really wants to use data as a tool in the creative
palette, then they should use it to measure outcome versus gathering
insights. Use data to measure how long
viewers stay involved in the commercials the Ogilvy teams produce.
The longer an Ogilvy commercial involves the viewers, the
more Ogilvy gets paid for creating that commercial.
In other words, use data to hold Ogilvy accountable for
creating great, involving commercials.
Not for gathering info that might, and I repeat might, create a great,
involving commercial. But measuring if,
indeed, the commercial did involve and engage.
Do you think this would make the commercials Ogilvy creates
more insightful? More interesting? More entertaining?
Do you think a more insightful, more interesting, more
entertaining commercial will work better in the marketplace?
Funny, isn’t it, how we don't need data to answer every question.
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