The marketing landscape is rapidly evolving and the focus is shifting towards more personalized engagement and tangible ROI. In this world of data and measurement, it’s critical the creative industry looks at what needs to change (quickly!) to ensure a greater union between creativity and commercials. What is the role of creativity and brand equity building? What can brands to do challenge their creative output to be harder working? How do brands ensure creativity (and consumer engagement) doesn’t die a data death?

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