when data meets creative

While some creatives remain leery of "data"--that catchall for everything from focus group research to social media analytics to campaign metrics, all mucking up the organic process--brands and their agencies are finding that data is a must-have element of the work. Since 2015, when Cannes launched its Creative Data Lions--notably choosing not to award a Grand Prix for the category--the festival powers that be have introduced even more data-related trophies. John Hegarty called the focus...