The future of creativity is math

BBH founder Sir John Hegarty has often spoken (semi-controversially) against a data-driven approach to advertising, arguing that data creates nothing because he’s spent his whole life “dealing with people who’ve got all the data in the world yet they can’t invent anything”.
While we agree that data shouldn’t be the sole driver of creative decisions, we know that it plays an important role in today’s advertising landscape. However, collecting a vast amoun