{"id":1342,"date":"2017-08-01T06:42:51","date_gmt":"2017-08-01T06:42:51","guid":{"rendered":"http:\/\/localhost:10151\/uncategorized\/data-vs-creativity-isnt-zero-sum\/"},"modified":"2017-12-23T13:38:54","modified_gmt":"2017-12-23T13:38:54","slug":"data-vs-creativity-isnt-zero-sum","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/thought-leadership\/data-vs-creativity-isnt-zero-sum\/","title":{"rendered":"Data vs. Creativity Isn\u2019t Zero-Sum"},"content":{"rendered":"<p>By Adam Morton<\/p>\n<p>Based on a number of industry events, I find it surprising that arguments still rage around data vs creativity or technology vs humanity. It\u2019s not a zero-sum game.<\/p>\n<p>Data, analysis and modelling have become integral parts of advertising \u2013 and yet it\u2019s argued that an obsession with them can stifle creativity, experimentation and bravery. It leads you do to what\u2019s safe, while over-focusing on ROI means you optimise based on the past, rather than innovating or building a brand for the future.<\/p>\n<p>That\u2019s not wrong. But at the same time clearly creativity without insight can be equally flawed. You do look at some ads and think to yourself, who are they trying to reach and what are they trying to say? It might be bold and disruptive, but was it actually rooted in anything?<\/p>\n<p>The ad industry loves to talk in black and white terms, which fuels debate and makes things interesting. But as is often stated, the best things occur at the intersection of disciplines.<\/p>\n<p><em>Read the full article <a href=\"http:\/\/www.moreaboutadvertising.com\/2017\/07\/ums-adam-morton-data-vs-creativity-isnt-zero-sum\/\" target=\"_blank\" rel=\"noopener\">here<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Based on a number of industry events, I find it surprising that arguments still rage around data vs creativity or technology vs humanity.<\/p>\n","protected":false},"author":44,"featured_media":1633,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-1342","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-thought-leadership"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Data vs. Creativity Isn\u2019t Zero-Sum - UM JAPAN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jp.umww.com\/en\/thought-leadership\/data-vs-creativity-isnt-zero-sum\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Data vs. Creativity Isn\u2019t Zero-Sum - UM JAPAN\" \/>\n<meta property=\"og:description\" content=\"Based on a number of industry events, I find it surprising that arguments still rage around data vs creativity or technology vs humanity.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/jp.umww.com\/en\/thought-leadership\/data-vs-creativity-isnt-zero-sum\/\" \/>\n<meta property=\"og:site_name\" content=\"UM JAPAN\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/UMCuriosity\" \/>\n<meta property=\"article:published_time\" content=\"2017-08-01T06:42:51+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2017-12-23T13:38:54+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/jp.umww.com\/wp-content\/uploads\/2017\/11\/data-creativity.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1500\" \/>\n\t<meta property=\"og:image:height\" content=\"844\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"shajibur.rahman@interpublic.com\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@UMWorldwide\" \/>\n<meta name=\"twitter:site\" content=\"@UMWorldwide\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"shajibur.rahman@interpublic.com\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/data-vs-creativity-isnt-zero-sum\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/data-vs-creativity-isnt-zero-sum\\\/\"},\"author\":{\"name\":\"shajibur.rahman@interpublic.com\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#\\\/schema\\\/person\\\/3ab450da4e035a60341554a2a939596c\"},\"headline\":\"Data vs. Creativity Isn\u2019t Zero-Sum\",\"datePublished\":\"2017-08-01T06:42:51+00:00\",\"dateModified\":\"2017-12-23T13:38:54+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/data-vs-creativity-isnt-zero-sum\\\/\"},\"wordCount\":183,\"publisher\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/data-vs-creativity-isnt-zero-sum\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/jp.umww.com\\\/wp-content\\\/uploads\\\/2017\\\/11\\\/data-creativity.jpg\",\"articleSection\":[\"Thought Leadership\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/data-vs-creativity-isnt-zero-sum\\\/\",\"url\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/data-vs-creativity-isnt-zero-sum\\\/\",\"name\":\"Data vs. Creativity Isn\u2019t Zero-Sum - UM JAPAN\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/data-vs-creativity-isnt-zero-sum\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/data-vs-creativity-isnt-zero-sum\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/jp.umww.com\\\/wp-content\\\/uploads\\\/2017\\\/11\\\/data-creativity.jpg\",\"datePublished\":\"2017-08-01T06:42:51+00:00\",\"dateModified\":\"2017-12-23T13:38:54+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/data-vs-creativity-isnt-zero-sum\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/data-vs-creativity-isnt-zero-sum\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/data-vs-creativity-isnt-zero-sum\\\/#primaryimage\",\"url\":\"https:\\\/\\\/jp.umww.com\\\/wp-content\\\/uploads\\\/2017\\\/11\\\/data-creativity.jpg\",\"contentUrl\":\"https:\\\/\\\/jp.umww.com\\\/wp-content\\\/uploads\\\/2017\\\/11\\\/data-creativity.jpg\",\"width\":1500,\"height\":844,\"caption\":\"Data Creativity\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/data-vs-creativity-isnt-zero-sum\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Data vs. Creativity Isn\u2019t Zero-Sum\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/\",\"name\":\"UM JAPAN\",\"description\":\"UM is a global media company.\",\"publisher\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#organization\",\"name\":\"UM\",\"url\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"http:\\\/\\\/jp.umww.com\\\/wp-content\\\/uploads\\\/2017\\\/11\\\/um-logo-transparent.png\",\"contentUrl\":\"http:\\\/\\\/jp.umww.com\\\/wp-content\\\/uploads\\\/2017\\\/11\\\/um-logo-transparent.png\",\"width\":1378,\"height\":1378,\"caption\":\"UM\"},\"image\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/UMCuriosity\",\"https:\\\/\\\/x.com\\\/UMWorldwide\",\"https:\\\/\\\/www.instagram.com\\\/umworldwide\\\/\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/um-ww\\\/\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#\\\/schema\\\/person\\\/3ab450da4e035a60341554a2a939596c\",\"name\":\"shajibur.rahman@interpublic.com\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/c53087da78d35d0574c041797fcd515f7503127068cd135b670ef31b05d4c151?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/c53087da78d35d0574c041797fcd515f7503127068cd135b670ef31b05d4c151?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/c53087da78d35d0574c041797fcd515f7503127068cd135b670ef31b05d4c151?s=96&d=mm&r=g\",\"caption\":\"shajibur.rahman@interpublic.com\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Data vs. Creativity Isn\u2019t Zero-Sum - UM JAPAN","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/jp.umww.com\/en\/thought-leadership\/data-vs-creativity-isnt-zero-sum\/","og_locale":"en_US","og_type":"article","og_title":"Data vs. Creativity Isn\u2019t Zero-Sum - UM JAPAN","og_description":"Based on a number of industry events, I find it surprising that arguments still rage around data vs creativity or technology vs humanity.","og_url":"https:\/\/jp.umww.com\/en\/thought-leadership\/data-vs-creativity-isnt-zero-sum\/","og_site_name":"UM JAPAN","article_publisher":"https:\/\/www.facebook.com\/UMCuriosity","article_published_time":"2017-08-01T06:42:51+00:00","article_modified_time":"2017-12-23T13:38:54+00:00","og_image":[{"width":1500,"height":844,"url":"https:\/\/jp.umww.com\/wp-content\/uploads\/2017\/11\/data-creativity.jpg","type":"image\/jpeg"}],"author":"shajibur.rahman@interpublic.com","twitter_card":"summary_large_image","twitter_creator":"@UMWorldwide","twitter_site":"@UMWorldwide","twitter_misc":{"Written by":"shajibur.rahman@interpublic.com","Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/data-vs-creativity-isnt-zero-sum\/#article","isPartOf":{"@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/data-vs-creativity-isnt-zero-sum\/"},"author":{"name":"shajibur.rahman@interpublic.com","@id":"https:\/\/jp.umww.com\/en\/#\/schema\/person\/3ab450da4e035a60341554a2a939596c"},"headline":"Data vs. Creativity Isn\u2019t Zero-Sum","datePublished":"2017-08-01T06:42:51+00:00","dateModified":"2017-12-23T13:38:54+00:00","mainEntityOfPage":{"@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/data-vs-creativity-isnt-zero-sum\/"},"wordCount":183,"publisher":{"@id":"https:\/\/jp.umww.com\/en\/#organization"},"image":{"@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/data-vs-creativity-isnt-zero-sum\/#primaryimage"},"thumbnailUrl":"https:\/\/jp.umww.com\/wp-content\/uploads\/2017\/11\/data-creativity.jpg","articleSection":["Thought Leadership"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/data-vs-creativity-isnt-zero-sum\/","url":"https:\/\/jp.umww.com\/en\/thought-leadership\/data-vs-creativity-isnt-zero-sum\/","name":"Data vs. Creativity Isn\u2019t Zero-Sum - UM JAPAN","isPartOf":{"@id":"https:\/\/jp.umww.com\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/data-vs-creativity-isnt-zero-sum\/#primaryimage"},"image":{"@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/data-vs-creativity-isnt-zero-sum\/#primaryimage"},"thumbnailUrl":"https:\/\/jp.umww.com\/wp-content\/uploads\/2017\/11\/data-creativity.jpg","datePublished":"2017-08-01T06:42:51+00:00","dateModified":"2017-12-23T13:38:54+00:00","breadcrumb":{"@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/data-vs-creativity-isnt-zero-sum\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/jp.umww.com\/en\/thought-leadership\/data-vs-creativity-isnt-zero-sum\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/data-vs-creativity-isnt-zero-sum\/#primaryimage","url":"https:\/\/jp.umww.com\/wp-content\/uploads\/2017\/11\/data-creativity.jpg","contentUrl":"https:\/\/jp.umww.com\/wp-content\/uploads\/2017\/11\/data-creativity.jpg","width":1500,"height":844,"caption":"Data Creativity"},{"@type":"BreadcrumbList","@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/data-vs-creativity-isnt-zero-sum\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/jp.umww.com\/en\/"},{"@type":"ListItem","position":2,"name":"Data vs. Creativity Isn\u2019t Zero-Sum"}]},{"@type":"WebSite","@id":"https:\/\/jp.umww.com\/en\/#website","url":"https:\/\/jp.umww.com\/en\/","name":"UM JAPAN","description":"UM is a global media company.","publisher":{"@id":"https:\/\/jp.umww.com\/en\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/jp.umww.com\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/jp.umww.com\/en\/#organization","name":"UM","url":"https:\/\/jp.umww.com\/en\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/jp.umww.com\/en\/#\/schema\/logo\/image\/","url":"http:\/\/jp.umww.com\/wp-content\/uploads\/2017\/11\/um-logo-transparent.png","contentUrl":"http:\/\/jp.umww.com\/wp-content\/uploads\/2017\/11\/um-logo-transparent.png","width":1378,"height":1378,"caption":"UM"},"image":{"@id":"https:\/\/jp.umww.com\/en\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/UMCuriosity","https:\/\/x.com\/UMWorldwide","https:\/\/www.instagram.com\/umworldwide\/","https:\/\/www.linkedin.com\/company\/um-ww\/"]},{"@type":"Person","@id":"https:\/\/jp.umww.com\/en\/#\/schema\/person\/3ab450da4e035a60341554a2a939596c","name":"shajibur.rahman@interpublic.com","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/c53087da78d35d0574c041797fcd515f7503127068cd135b670ef31b05d4c151?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/c53087da78d35d0574c041797fcd515f7503127068cd135b670ef31b05d4c151?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/c53087da78d35d0574c041797fcd515f7503127068cd135b670ef31b05d4c151?s=96&d=mm&r=g","caption":"shajibur.rahman@interpublic.com"}}]}},"_links":{"self":[{"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/posts\/1342","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/users\/44"}],"replies":[{"embeddable":true,"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/comments?post=1342"}],"version-history":[{"count":0,"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/posts\/1342\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/media\/1633"}],"wp:attachment":[{"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/media?parent=1342"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/categories?post=1342"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/tags?post=1342"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}