‘Strategy will soon be assessed on predicted outcomes, not retrospective results’

For years, great creative was the marketing holy grail. Success was largely the result of the quality of the creative, not the underpinning insight or corresponding strategy. In fact, strategy was often used as a means to retrospectively prove the value of the creative idea. This isn’t to say that the industry didn’t want or value true insight, more so that research was used as an evaluation tool, rather than a powerful way to fuel strategy. 
More recently, the explosion of data