Data Gives Creativity Another Dimension

Big brands are often hard-pressed to come up with bigger marketing campaigns. It's an arduous task when you are already so established that too worldwide. In early 2011, Coca-Cola did something in Australia to break this invisible barrier. They appealed to individuals by putting their names on each bottle. The company personalized each bottle with the 150 most popular names in the country. Since then, the company has

followed the same campaign in many countries, including the US and India. Coca-Cola even allows customers to order custom bottles on Coke's website to request things like nicknames and college logos.

Coke received immediate attention for its creativity. But why make a temporary item so personal? It was a risk nonetheless. The fact is, Coke fans are regular buyers, and the company leaned into that sense of individual ownership full force. Even the tiniest excitement of what name you'll get out of the vending machine was a fun thrill for people it even encourages you to 'share a Coke' with whoever's name is on the front. Well, over the decade, the way businesses look at creativity has changed, attributing a more pertinent role to Chief Creative Officers. There is no room for trial and error, and the popularity of taking risks has also come down. The power of data has transformed the way CCOs look at creativity, as it helps businesses analyze customer data to derive powerful insights and trends. It will help CCOs hit the right nerve at the right time. Data is definitely giving creativity another dimension.