The evolution of digital has given us increased intelligence around consumer behaviour. But has a reliance on data decreased the requirement for creative excellence?  

Splendid Communications led a panel discussion that explored the tension between the use of data to inform the creative direction, and the freedom of intuition. If data can help us to reach the right people, in the right place, at the right time, should brands ever challenge this insight?

Our customers are content rich and time poor, which means getting people to take notice of your brand is a bigger challenge than ever. Data-lead creativity will most certainly limit failure, but can it push boundaries or be pioneering? All of your peers have access to the same third party information, so brands should take care that their campaigns don't start to sound the same.

"There has been a lot of talk about big data over the last 3, 4, 5 years.  This data is most useful when it’s analysed in a way that feeds into an insight or a human truth. You can’t separate them - you need both disciplines to overlap and work together," said Daisy Hawker Wallace, Head of PR for Virgin Trains. 

If creativity is the 'art' and data the 'science', where does PR sit? The answer, according to the pannel, is a combination of both. The challenge is not to simply reach an audience, but to find a truth that really resonates with them.

Speakers included:

Gavin Taylor: Head of Performance, Splendid Communications
Oli Francis: Head of Creative in Content PR, Sky
Daisy Hawker Wallace: Head of PR, Virgin Trains
Serena Mariani: Sr. Global Marketing Manager, Digital-Oral Care Brand, Unilever

Key Take Outs:

1. The ambition for PR is, quite simply, to relate to the public. Remember this and you will find new creative routes that span multiple touch-points.
2. Applying a people-first creative approach will unlock a real world truth. These are the ideas people give a damn about.
3. Data will help to amplify the idea, making sure it reaches the right audience. However, a great idea will remain intact wherever it's told.
4. For a full understanding of how the idea resonated, development of a multi touch-point KPI matrix will help align with business goals.

To find out more contact Gavin Taylor, Head of Performance at Splendid Communications