Culture Is King
Over the past decade, data has swiftly expanded beyond the tech scene into terrain previously dominated by creativity, such as the ad industry. Programmatic advertising is a perfect example of data replacing creativity. At Collision, Nick Rappolt, CEO of London-based agency Beyond, articulated the popular notion that the data invasion has led to a culture clash between design and analytical thinking. While in many boardrooms data has edged out creativity, most ad folks (agency and client-side) would probably agree that both mindsets are required for optimal results. Whereas data is often instrumental in defining the question, creativity is often better at answering it. So how can we bridge the data vs. creativity divide?
Through culture, according to Rappolt. Better questions and answers result from empowering employees, encouraging serendipitous interactions, and blending creative and analytical teams (involving, say, the former in data analysis and the latter in brainstorms). Moreover, as companies who put a premium on culture know, having a great company culture is simply good business. Archer Malmo CEO Russ Williams agrees.
Stay tuned for our third takeaway from Collision: The Internet Gets Emotional.
About Archer Malmo
Archer Malmo, with offices in Memphis, Tennessee, and Austin, Texas, combines brand thinking, data and technology to help growing brands adapt to the digital and creative complexities of today. Since 1952, we’ve continually evolved to changes in the industry, helping level the competitive playing field for midsize companies. The agency’s combination of discipline specialists, strategic orientation, creativity and culture yields strong client relationships and business results. With more than 150 people, Archer Malmo is one of the oldest independent agencies in the U.S. and has been recognized by Advertising Age and others as a “Best Place to Work” and has been named to the “Inc. 5000” list of fastest-growing private companies in America for five consecutive years.