Marketing technology has done wonders for the practice of marketing. It has refined, streamlined and taken the guesswork out of some formerly nebulous areas of the industry. But martech and the need to support ideas with data have increasingly pitted marketing against its roots: the art of creativity.
The question today is, “Which side is the real driver of innovation?” If you ask Larry Robertson, founder and president of Lighthouse Consulting LLC and 8-time award winning author of “A Deliberate Pause,” it’s creativity, without a doubt.
Continue reading at AdAge. Intentional Creativity: 3 Steps for CMOs
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