Marketers that outperform their peers are working with more than five agencies and have integrated big data into the way they work - but not at the expense of creativity.
Those findings are the early results of a global survey of marketers currently being undertaken by EffectiveBrands.
“Marketers say that big data is not the enemy of creativity … they work together well,” EffectiveBrands co-founder Marc de Swaan Arons told a Cannes seminar. Marketers that were “dramatically” outperforming their peers “see that creativity drives business growth”.
However, he said brands “have to tell agency partners to put that creativity into servicing big ideas.” The key question for big brands, he said, was “how do we apply creativity to build a universal insight and lift it into a global experience?”
The survey findings suggested that 73% of markets thought that “brands with a clear societal purpose will drive business growth.”
“So in every way you can with consumers, engage around brand purpose,” he said. “That is when you get earned media.”
While big data may be crucial to big brands, “big ideas drive growth.”
According to survey data, over-performing marketers were “those that are working with more than five agencies … So marketers that are orchestrating that come across as winners.”
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