Using Creativity and Data in Marketing: Unlocking Creative Value with Insight and Imagination

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

Based on over 40 interviews with some of the smartest marketers, strategists, creatives and data folk in the business, this book explores how to combine data and creativity in a way that leads to better ideas, not just safer ones.

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.

Expect war stories, real-world examples, and honest takes from brands like Heinz, McDonald’s and EA. Expect to rethink how you approach data.

If you’re a marketer, strategist or creative who wants to make work that stands out and works, this one’s for you.