Well over 70 people from the ad community attended "Metrics vs Creativity," which pitted research against creative. “Is research killing creativity?” was one of many questions, some posed by the moderator, others from the audience, and each were parried by all of the panelists, each from their unique perspective as client, Doug Sweeny, Levi’s Brand VP, David Shearer, Executive Creative Director at Publicis Modem, Justin Ravenche, Director of Analytics at AKQA and Eleven, Inc. agency President, Courtney Buechert.
Greg Stern, CEO of Butler, Shine, Stern & Partners did a superb job as moderator citing the premise for the debate.
Based on an article written by Patrick Sarkissian, CEO of Sarkissian Masonof, Stern set the stage for the in-depth discussion of the role of creative and the need for definitive research to give the client the best possible results. Buechert noted that creativity still grabs the client’s attention, but research is the back story that supports the idea. Doug Sweeny commented that Levi’s is looking closely at the metrics from their “Go Forth” campaign in Braddock, PA. Will they change the campaign? Probably not. The decision at the end of the bout, both are valuable tools in both the agency’s and the client’s arsenal. Both are needed, especially with the new and changing media environment.
Thanks to GSFAC Programs Chair Teresa LoBue and AD2SF for co-hosting, all their hard work, and the promotional graphics. Special thanks to our great sponsors, The Creative Group, a leader in matching creative talent with the best companies, our hosts at Publicis Modem, and to all our club members and other attendees who make the SF ad community the most exciting and creative anywhere!
Photos from "Metrics vs Creativity" courtesy Sara Tokarchuk, AD2SF.