Don’t Just Read, Interpret

Data doesn’t actually have any meaning in content. It’s our creativity that defines the data and changes

the content of data. Hence, Data is just a tool, but a very useful one. But like any other tool data doesn’t

do any work itself, it needs someone with a creative instinct to the hard work. Advertisers can make ‘very

nice to look at’ films that wins all sorts of awards at Cannes. But winning those famous awards is not the

job of an advertiser. His job is to reach the audience, to get talked about, to have a connection, to call for

an action. If that doesn’t happen we are missing the point and thus, failing the mission. So that is

not advertising. It is just another film that won an award in Cannes. Similar story goes for data. The

fixation with ‘vast data’ is that people think it can change everything. But in reality it doesn’t do any such

thing. It just provides facts and figures, statistics and analytics. It is a job of a creative person to derive

innovations from that data. To interpret that data in a way that can lead to idea. Data won’t do that for us

and this is where our hard work begins, to think out of the box and to outsmart our competitors