The science of creativity in advertising

Some people believe that advertising creativity and science are like oil and water. It’s understandable – after all, if creativity is a scientific process, then one would have to believe that equations instead of people would formulate every song, every work of art, and every photograph.
As big data becomes a more significant part of the conversation around advertising, many in the industry have voiced concern that it will come at the sacrifice of amazing creative. But what we’