So much data, yet so little creative effectiveness?

Dominique Poncin of FamousGrey explores how the abundance of data in marketing has led to a paradox, where more data often results in less effective campaigns, and calls for a shift towards creativity-driven strategies that maximize impact.

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We're in an age of data abundance, offering deep insights into effective communication. Yet, more data often leads to less effective campaigns. It's time to break this paradox. Let’s use data to uncover real insights and build strategies that maximize creative impact—the true goal of effective marketing.

Fortunately, the days when marketers could only guess what was happening with their budgets are behind us. We now live in an era of data abundance, a golden age of knowledge and insight. Thanks to groundbreaking research by experts like Peter Field, Les Binet, and Orlando Wood3, we now have a deep understanding of the drivers behind effective communication.

Effective communication, such as that which dismantles prejudice, changes habits or improves price perception. Despite all this knowledge, which should lead to more effective campaigns, we still struggle with the data paradox: more data leads to less effective campaigns.

We measure, analyse and optimise relentlessly, driven by the pressure to show immediate results. Yes, with sufficient media pressure and smart targeting, we can always demonstrate some financial impact.

But what is the broader effect of all these campaigns?

Are we building loyalty and sustainable brand growth? Or are we so focused on the here and now that we lose sight of the bigger picture?

Take a look at the Effie Awards, the benchmark for marketing effectiveness. In 2023, there was a record number of 28
entries - 28 cases that convincingly demonstrated their ability to achieve above-average effects within a complex context.
However, their success stands in stark contrast to the thousands of campaigns that settle for average impact.

Each year around 5 billion euros are invested in advertising in Belgium. To put that in perspective: it’s the amount budgeted toconstruct metro line 3 in Brussels. We should expect a greater return from such substantial annual investments in advertising in Belgium.

It’s time for a shift. Let’s break through the data paradox. Let’s not settle for the false sense of security that this abundance of data provides.

Let’s use data to see further, to find real human insights, to forge new paths. And let’s coalesce all these choices into a truly effective strategy. This is where creativity comes into play. It’s not just about justifying spending; it’s about maximising impact.
That is the true ambition of creatively effective marketing.


Dominique Poncin, Head of Strategy, FamousGrey

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