The Insightful Creative organisation
Collects data
Identifies audiences needs
Segments the market
Analyses behaviour
Shapes strategy
Generates ideas
Leads on innovation
Sets creative direction across the organisation
Inspires audience needs
Interprets the strategic brief
Develop audience insight
Provide the creative response
Defines the problem
Defines the solution
Analytical, data-driven, methodical
Inspirational, experimental, playful, bold