Cannes Lions 2015: Scientists vs. Poets
Traditionally the artistic left-brain indulgences have been diametrically opposed to the analytical right-brain disciplines. However, in today’s hyper-connected world, the best marketing comes when you embrace the creative tension between left-brain and right-brain. Powerful storytelling will always be the best way to motivate people’s behaviour, but data and analytics can help brands get under the skin of that behaviour. DigitasLBi Chief Creative Officer, Chris Clarke, and Chief Data Scientist, Jason Kodish, will battle it out on-stage before using real data gleaned from the audience to create compelling “stories” in real-time. Using these practical examples they will demonstrate that the best, most compelling narratives come from a combination of data and storytelling. They will prove once and for all that the scientists and the poets should join forces.