Tackling data-driven disruption as a Creative
Data-driven disruption is sweeping through creative industries. We sit down with Wayne Deakin, Executive Creative Director at Huge EMEA to talk about facing it head on.
“We use data to inform our thinking every day”
We can probably all agree that digital transformation has never happened at a faster pace. And leading the charge is what’s proven to be the buzzword of the last decade: data.
With more than 97% of organisations investing in data-driven practices and tech such as AI taking whole industries by storm, data-driven disruption is felt across the board. And it’s shaking up areas many thought were immune, including the very human process of creativity.
We sat down with Wayne Deakin, Executive Creative Director at Huge EMEA to talk about how Creatives can face data and disruption head on – and use it to fuel a new era of creativity.
Tell us a bit about yourself and your work at Huge?
Originally from Oz, I’ve held creative leadership positions in Australia, UK, Europe and the US. Before coming to London I worked at Jung Von Matt (one of Germany’s largest networks). I then helped build Jam (a new social/mobile agency startup) for the Engine Group before moving to joint-Executive Creative Director across the Engine Group agencies.
More recently I was Executive Creative Director of AKQA London and helped the agency win a number of industry titles and awards. Now I am Executive Creative Director for Huge EMEA where I focus on creating unfilled connected ideas that move businesses forward by providing meaningful and original experiences for their customers.
Huge’s goal is to transform companies by designing these best-in-class digital experiences, driven by strong creativity and rooted in technology, data, and organisational strategy. This user-centric approach has made us the fastest-growing agency of the past decade.
What are your key challenges as a Creative Director?
All industries are facing massive disruption. Helping clients solve business problems in this disruptive landscape to connect with customers is the biggest challenge. Be it via products, campaigns or technology solutions, there’s a key need to help foster closer connections between brands and their customers.
Helping our clients stay ahead (or jump ahead!) of their rivals is an everyday challenge.
What does your day-to-day look like? Does data play a role?
Without sounding cliché, it’s always different.
“Data plays a massive part in helping to connect emotional storytelling with beautiful craft and intelligence”
Because Huge was founded in a user-centricity approach, we spend a lot of time helping brands and businesses make the most of opportunities. Data is core to this. We use data to inform our thinking every day.
What tools could you not live without?
Huge are technology agnostic so that’s too hard to answer. As a creative business that leverages data and technology it’s all about what tools best solve the unique business and creative challenges. Because we work with global, EMEA and local clients, it’s always something we’re looking at.
Can you explain your creative process to us? Does data come into play here?
100% – but I’m not going to give away our approach because that’s like asking KFC to tell you their 11 secret herbs and spices!
But – joking aside – we always start with an in-depth understanding of our audience/users, the landscape and the future landscape opportunities. Data plays a vital part by informing our thinking, solutions and performance at every step.
I’m very focused on behavioural design. Data plays a massive part in helping to connect emotional storytelling with beautiful craft and intelligence.
Is AI having an impact on your industry? If yes, what is it? If no, do you think it will soon?
AI and machine learning are influencing every area of business, and our industry is no exception.
“There are so many ways creative people can embrace AI and ML to help them make more beautiful and meaningful experiences or campaigns”
Artificial intelligence helps us to get to know our ideal client; his or her behaviour, needs, habits, spending motives, desires, favourite web behaviours and so on. As a result, we can make better products and UI or marketing campaigns that are more personalised. From measurement to performance that’s influencing now how we design.
I think Huge is very well placed to leverage AI and ML. But many organisations still lack the foundational practices to create value from AI at scale, for example mapping where their AI opportunities lie and having clear strategies for sourcing the data that AI requires.
Do you have any reservations in AI augmenting your creative choices?
I am a big fan of AI and creativity becoming closer aligned – it’s never going to be the machines taking over. Using robotic process automation, computer vision and machine learning are most commonly deployed to help inform better creative ideas that can connect with people. The same goes for design.
Do you think AI and Creatives will work collaboratively in the future?
It’s already happening. I was lucky enough to be invited by D&AD last year to be part of a talk on AI. There are so many ways creative people can embrace AI and ML to help them make more beautiful and meaningful experiences or campaigns.
“Once creatives get past the fear factor and embrace and understand these technologies, there’s an amazing world of new opportunities”
What do Creatives such as yourself need from AI in order for you to feel comfortable using it alongside your work?
Less mass media dystopia mindsets and stories. It’s just another tool to leverage, in my opinion.
I’m sure when the camera and printing press were invented, we had similar conversations. Once creatives get past the fear factor and embrace and understand these technologies, there’s an amazing world of new opportunities and sharper work to be had.
A new breed of marketing tools is here that leverages machine learning and psychology to pick high-converting creatives for your Facebook ads.
Growth Tribe’s Bernardo Nunes joins the conversation to talk artificial intelligence in marketing: how companies can leverage AI and cultivate tech talent.
Cutting-edge AI (artificial intelligence) research into how computers see marketing images is changing the way marketers build more successful campaigns.
Experienced Growth Marketer Mohamed El Hannaoui joins the conversation to talk growth marketing in startups and how AI is going to change marketing
Datasine talks marketing, AI and personalisation with Emily Miller, Head of Marketing at Ollie Quinn, ahead of her fireside chat at #SuperchargeMarketing.
Datasine discusses growth marketing, personalisation and AI adoption with Mitch Platt, UK Country Manager at Grow Tribe, ahead of his presentation at #SuperchargeMarketing.
Datasine’s CEO Igor Volzhanin outlines his MAD//Fest presentation, explaining why using content data and AI leads to a steep increase in ad performance.
Got your attention with the picture above? Great! I’m sure you’ll love the rest of this article. It probably doesn’t come as a surprise to you that we live in the age of visual culture. Ten percent of all photos ever taken by humankind took place in the last 12 months.
Serial Entrepreneur and Co-Founder of The Goat Agency, Harry Hugo, joins the conversation to talk social media, influencer marketing and founding Goat.
Datasine talks to Mack Grenfell, Biddable Lead at Babylon Health about falling into the industry, and how AI is helping marketers optimise spend.
Personalisation means connecting with your audience on a deeper level. Our Head of Psychology, Jergan Callebaut, looks at its many forms.
Head of Content & Product Marketing at Attest, Meagan Healey, joins the conversation to talk data-driven marketing and why aligning sales and marketing is a game changer.
Discover the benefits semantic content analysis brings, and how to utilise data, psychology and AI to predict the highest-converting content for your brand.
Facebook Ads A/B testing is crucial to understanding what marketing content works best. Datasine’s PPC Manager outlines how Facebook Ads A/B tests work in this simple guide.
Check out our top nine Mailchimp integration picks for empowering marketers to increase campaign metrics and improve customer experiences.
Data-driven marketing is a key focus for marketing teams today. I spoke with Alessio Pieroni, Head of Marketing at Mindvalley about how to practice it successfully.
Datasine discusses the tools that make marketing work, and finding the right balance when personalising communications with Karla Rivershaw, Head of Marketing at Turtl.
Datasine looks at the five of the best – and most affordable – tools on the market for creating and optimising Facebook Ads.
Growth hacking Facebook ads sends engagement skyrocketing and there are many ways to optimise paid ads to drive brand awareness and sales.
The data boom has driven focus on areas such as targeting, brand and reach for Facebook Ads, yet the creative remains the most impactful factor in successful Facebook Ads
Datasine talks about personalising marketing communications and marketing tools with Emma Wynne, Head of Growth Marketing at Pasta Evangelists.
Datasine’s Marketing Director, Cornel Lazar, shares the questions each brand must ask before rebranding, and Datasine’s journey to change its look and feel.
Email is one of the most effective marketing channels and Mailchimp has long been a favourite amongst marketers and growth hackers. Learn how to up your Mailchimp newsletter game with our growth hacks.
Datasine’s Performance Marketing Manager gives 3 simple steps for building better Facebook Ads, including optimising creatives and using AI
Datasine sits down with the two guest speakers of Marketing 20:20, Becky Simms, Founder and CEO of Reflect Digital and Social Media Expert Kieran S Lawler
While artificial intelligence (AI) has had little impact on the creative sector so far, AI has huge potential to optimise ad creatives
I sat down with our Marketing Director to discuss what a rebrand is, what goes into a rebrand and how Datasine approached the project.
Adtech and martech are terms that are regularly conflated. Let’s put aside misconceptions to define adtech and martech – and their differences.
We look back on our first day at MAD//Fest with presentations from Burger King, Virgin Trains and our own CEO Igor Volzhanin.
Images are the cornerstone of successful Facebook ads. We look at how to find the best images to create more effective Facebook ads.
How mirroring can help you level up the impact of your one-to-many communications, offering personalised content and customer experience.
Brand Manager and Founder of Maxtractor.agency, Magda Urbaniak, shares her best practices for brands paid and organic social efforts
Artificial intelligence (AI) is increasingly used in email marketing, learn how machine learning enhances personalised email campaigns.
Datasine sits down with Lemlist CEO Guillaume Moubeche to talk about delivering personalised email marketing experiences and building relationships.
Datasine Connect, Datasine’s AI platform, analysed the 12 official art posters for the Tokyo 2020 Olympic games to discover which was the most engaging for the UK population
A McKinsey report has concluded that marketers who use creativity and data together achieve a much higher performance for their brand
Data and AI are becoming more vital to the role of the Creative Director. Datasine sits down with Alex Colley, Creative Director of ikon, to find out more about the impact tech is having.
Datasine looks back at the five things we learned at Supercharge Marketing, from data-driven marketing to investing in learning new skills.
Facebook dynamic ads, or Facebook product ads, let you remarket to your audience. Find out how to use them in this simple guide to DPA ads.
Segmentation in marketing allows marketers to place customers into groups for targeting. We take a look at the types of market segmentation.
Datasine sits down with Flavilla Fongang, Creative Brand Strategist and Founder 3 Colours Rule to talk branding, neuromarketing and the future of the industry
Artificial intelligence (AI) should be taking marketing by storm, but its lack of interpretability for most marketers is holding back innovation and adoption.