Using Creativity and Data in Marketing: Unlocking Creative Value with Insight and Imagination

by Tom Ollerton

Overview

How can marketing leaders leverage data and creativity to deliver measurable business results?

Using Creativity and Data in Marketing provides proven strategic models and expert insights to help blend quantitative data with innovative thinking. This essential guide equips professionals to lead with confidence, turning complex analytics into impactful campaigns that deliver ROI and competitive advantage. Featuring interviews with global marketing leaders from L'Oreal, Kenvue, Brompton Bikes and Bose, the book offers exclusive data-led, decision-making frameworks grounded in real-world success.

You'll learn how to:
- Access expert interviews revealing actionable leadership lessons
- Master strategic tools to translate data into creative breakthroughs
- Understand governance and financial impact of data-driven marketing
- Anticipate industry trends with informed, big-picture thinking
- Drive measurable ROI through data-informed, innovative campaigns

Designed for senior marketers and executives, this book empowers you to lead marketing transformation with authority and clarity, ensuring every decision delivers tangible results.


Themes include: strategic models, expert interviews, ROI, data-led decision making, leadership, financial impact, industry trends

Product Details

ISBN-13:	9781398619265
Publisher:	Kogan Page, Ltd.
Publication date:	09/03/2025
Sold by:	Barnes & Noble
Format:	eBook
Pages:	200
File size:	1 MB

About the Author

Tom Ollerton is the founder of Automated Creative, a creative effectiveness platform with the ambition to combine AI with human creativity to make better ads. Automated Creative team have generated and optimised ads for global clients such as McDonald's, Jack Daniels, Bose, MARS, Lipton and P&G. Based in London, UK, he is the host of the Shiny New Object podcast, which interviews industry leaders about the future of data driven marketing. A regular speaker at industry events and podcasts as well as serving as a juror for the World Federation of Advertisers' Marketer of the Year Award.
Tom Ollerton is the founder of Automated Creative, the creative effectiveness platform who have optimised over 6 billion impressions globally for companies such as MARS, P&G, Diageo and McDonalds. Based in London, UK, he is the host of the Shiny New Object podcast and Advertisers Watching Ads series. He has appeared at MAD//Fest for the last 3 years and was a Juror for the World Federation of Advertisers Marketer of the Year Award 2023. He has spoken at conferences such as Performance Marketing World Unlocked, AdWeek and Social Media Week and is a popular podcast guest.

Table of Contents

• • Chapter - 01: Data Demystified
  • Chapter - 02: From Analog to Algorithms
  • Chapter - 03: Evolving Data Strategies
  • Chapter - 04: The Power Couple: Data&Creativity
  • Chapter - 05: Mindset Mastery: Data Meets Creativity - Part 1
  • Chapter - 06: Mindset Mastery: Data Meets Creativity - Part 2
  • Chapter - 07: Assembling the Dream Team
  • Chapter - 08: Turning Data into Inspiration
  • Chapter - 09: Briefs Build on Insight
  • Chapter - 10: Implementing the Process: From Dashboards to Decisions
  • Chapter - 11: Future-Proofing Your Marketing Strategy

Editorial Reviews

"As a marketer we often feel that data dictates our creative campaigns rather than enhances it. But how do you turn this on its head? Tom's 'Using Creativity and Data in Marketing' will be the reset button you've been looking for. The book offers invaluable insights into how data can inspire and enhance creative ideas, rather than limit them. From better understanding your target customer, writing better briefs, building effective teams, and measuring success meaningfully, the book is packed with real-world examples and contributions from industry leaders. Unlock the full potential of data-driven creativity that helps you to create standout campaigns you, and your boss were looking for!"

Jasper Martens

"In a world overwhelmed by data and performance metrics, creativity is under attack. Through case studies and interviews with brands and leading industry voices this book deftly navigates and acknowledges the real challenge: how to control, understand and humanise your data to unleash creativity - not constrain it - putting marketing firmly back in the drivers seat."

Adam Boita

"Tom's lived this tension first-hand, and it shows. This is an inspiring, practical read for anyone trying to unlock creativity at scale. Use data to be relevant to more people, not visible to fewer - and let empathy, not just efficiency, guide your marketing. It's a book that earns your attention."

Jerry Daykin

"Logic and Magic seem like they belong to separate worlds. But it is their unique combination that creates massive impact. Tom Ollerton understands this and goes onto explain this in most integrated fashion - with evidence, with facts, with stories, with anecdotes. This book informs, inspires and importantly makes you think. Many authors attempt to solve the problem. Very few try to provoke better solutions. If you want the latter, you are reading the right cover."

Aparna Sundaresh

"This book is the antidote to the endless 'data is king' decks we've all endured. It's a confident, no-nonsense playbook that proves data alone isn't enough - creative interpretation is the real unlock that makes campaigns catch fire. Bold, practical and ahead of the curve, he challenges tired marketing orthodoxy and delivers actionable inspiration by the bucketload."

Scott Somerville

"Like a renaissance polymath, Tom Ollerton beautifully orchestrates how art and science must coexist to drive the best pieces of innovation. Only by being genuinely curious and having your audiences as a starting point, that can new assertive possibilities be presented. Leveraging the right data combined with human-centric strategies is the only path to produce a masterpiece!"

Michelle Urdiales

"As Gen AI boosts efficiency, marketers who fail to harness data for creative insights and inspiration will be left behind. Tom Ollerton draws on real-world examples from seasoned leaders to demonstrate how data can fuel, not stifle, impactful work. Essential reading for those aiming to drive business growth through the blending of data and creativity"

Lisa Delaney

"Using Creativity with Data is a sharp, timely exploration of how marketers can turn data from a blunt instrument into a creative superpower. It reflects what I believe in: marketing that's culturally curious, emotionally resonant, and insight-led. This book is for anyone who wants to build brands with purpose, precision, and imagination"

Arjoon Bose