• Sarah Macpherson

The Big Idea Isn’t Enough

S4 Capital Chairman Martin Sorrell discusses the importance of quantitative analysis in developing creative, saying, “There’s an unwillingness among people in this industry to accept the importance of technology and the implications of that importance."

Regarding balancing the qualitative and the quantitative in creative development, Sorrell says, "We’re talking about finding out what the consumer wants using emotional or emotive data, data which enables us to understand why consumers like a brand and how they consume media, products and services."

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