Vision Report

Intelligent Creativity Energizes Marketing Productivity

Human Intuition Plus Machine Accuracy Ushers In An Era Of Creative Transformation

August 11th, 2021
Jay Pattisall, VP, Principal Analyst
Jay Pattisall VP, Principal Analyst
With contributors:
Keith Johnston , Nick Monroe , Lexie Lawhon , Rachel Birrell

Summary

Despite an ever-expanding universe of marketing channels and complexity, the creative process has remained unchanged for nearly a century. The intuition-governed approach to creativity frequently produces marketing outputs that interrupt, confuse, or discourage consumers. How can CMOs use creativity to communicate their brands’ advantages while attracting customers and prospects? This report shows how combining human intuition and machine accuracy produces a more intelligent and transformative creative process for CMOs and agency executives to deploy.

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