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Whirlpool won the Data Lions Grand Prix this past June for its creative use of insights (and washing machines) to keep kids in school. If Whirlpool is any indication, data activation through creativity heralds a tipping point that modern marketers should take note of if they are to take the lead.
But, integrating data and design is not new. Budget cuts and decreasing demand during the Great Depression forced brands to improve the effectiveness of mass-market advertisements.