Unilever on the ‘tremendously difficult’ task of blending data and creativity and the changing face of loyalty

The integration of data in creative work and the creative application of data has long been on the minds of marketers looking to utilise tech-driven insights with creative thinking, and FMCG giant Unilever is no different. We caught up with Richard Bowden, global relationship marketing director at Unilever and judge of The Drum Marketing Awards to discuss how data and creativity can best work together, and how the traditional means to develop loyalty need an overhaul.
How do you think creativity