Data is not killing creativity: Blue 449 on ‘upping the game’ for clients

Creativity lies at the heart of Cannes Lions but it can easily be drowned out by the noise of data, analytics, and Artificial Intelligence (AI). But there is no reason why the two should be enemies, according to Blue 449 Australia’s CEO, John Preston. He says Blue 449 has invested heavily in analysts who “sit right next to creative thinkers and strategists”.
Speaking on day four of Cannes Lions, in a five-part video series in association with Publicis, Preston explains why comp