It's Not All About the Data

Intuition still key to crafting campaigns

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Is data crunching overwhelming intuition in the making of ads these days?

At times, yes, according to Dentsu’s John Partilla, one of six agency leaders who tackled the issue during an Advertising Week panel discussion Tuesday. Partilla relayed the story of a film studio whose research predicted that a feature would clean up at the box office. Instead, it flopped. Why? Because the marketing campaign lack creativity and was “just lousy,” said Partilla, who is chief operating officer of Dentsu Network West.

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