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Keep your relationship alive with data

This week, Lively’s CEO Mike White talks to Jason Carmel, Global Lead, Creative Data at Wunderman Thompson about data, creativity, humanity and the metaverse.

Read snippets from their discussion below, and don't forget to register to view the full conversation - it's quick, free and full of content.

Why does data matter?

The premise of data is to interact with our customers; data means understanding what our customers are thinking, responding and keeping the relationship alive. Brands have the same challenges we do as individuals: How do we connect? How do we view each other? How do we talk in a way that’s meaningful for us both?

How does data work in the creative process?

Creative people are inherently curious and easily bored. Data is a tool that addresses both of these needs. As long as we can provide our data in a way that inspires our creative teams so that they want to ask questions, then data will lead them to a place they couldn’t reach by themselves. 

Has the role of a creative director changed?

Creative directors used to think exclusively about the conceptual idea. But people are bombarded by ads now, which means you have to be clever about where you put your message so that it isn’t surrounded by noise and connects in a relevant way. The good creative directors are ones that aren’t just talking about the emotional line, but they’re also thinking about where the right to play exists. 

Should brands be in the metaverse? 

We’re drowning in channels. By the time we’re done with this conversation, there’ll be three new social networks to figure out and seven new Metaverse partners. There’s no secret sauce and I don’t have a magic trick - but unless we look at the technology and how we’d use it for people, then we aren’t being good stewards for the brands we represent. We need to be aware of where people are going, and where not to go. 

To watch the full recording of Jason Carmel speaking to Mike White, register for free below.