Increasingly it seems that in the advertising world, creativity is taking a back seat to science, “big data,” and behavioral economics. That may be the primary reason why the topic of the 2013 Northwestern University’s Medill School of Integrated Marketing Communication’s Annual TalentQ Panel on November 20th was “Who Needs Creativity?”
On the panel, yours truly and creative leaders in the Chicago advertising community discussed how they “balance” art and science in their organizations. However, in characterizing the question in this way, I believe advertising sells itself short. It is guilty of mischaracterizing the role of science and under- estimating the power of art.