We wrote the book on using creativity & data in marketing

Tom Ollerton, Founder of Automated Creative interviewed 40 marketing industry leaders like Rory Sutherland, Lucy Jameson, Neil Patel, Peter Field and Dr Cecilia Dones. The goal? To find out what makes marketing effective - from having the right data, to blending it with the right amount of creativity.

Using Creativity and Data in Marketing is a practical, provocative guide to doing better work that surprises, sells, and actually gets noticed.

It covers everything from writing better briefs to generating insights that actually matter, from measuring what counts (and binning what doesn’t) to building teams that can deliver work with both soul and scale.

Praise for Using Creativity and Data in Marketing:

“Tom’s lived this tension first-hand, and it shows. This is an inspiring, practical read for anyone trying to unlock creativity at scale. Use data to be relevant to more people, not visible to fewer — and let empathy, not just efficiency, guide your marketing. It’s a book that earns your attention.”

Jerry Daykin Head of International Media, Restaurant Brands International

“Like a renaissance polymath, Tom Ollerton beautifully orchestrates how art and science must coexist to drive the best pieces of innovation. Only by being genuinely curious and having your audiences as a starting point, that can new assertive possibilities be presented. Leveraging the right data combined with human-centric strategies is the only path to produce a masterpiece!”

Michelle Urdiales, CMO Latin America, Maersk

“Using Creativity with Data is a sharp, timely exploration of how marketers can turn data from a blunt instrument into a creative superpower. It reflects what I believe in: marketing that’s culturally curious, emotionally resonant, and insight-led. This book is for anyone who wants to build brands with purpose, precision, and imagination”

Arjoon Bose, Global Chief Marketing & Digital Officer, Bel