Mad Men, Mad Scientists: Creativity in a Data Driven Environment
Innovation in data science has had a profound effect on the creative process. It has altered the craft and path of creative development, as well as deepened our understanding of who engages with our brand and ultimately buys our products.
At its best, data science validates creative strategy, offers the spark of truth from which great ideas flow, informs the fine-tuning of creativity as it lives in the wild, and amplifies the impact it will have via improved targeting. But it can just as easily be a limiting factor, compromising bold creative and leading to uninspired creative-by-numbers, that seeks to game data.
In a world in which we have become accustomed to real-time quantitative feedback on our creativity, how do we continue to find the courage to take the imaginative leaps and risks that are the hallmarks of great creative work?
The Microsoft Stage
11:45 - 12:30
Joy Howard joined Sonos as their global Chief Marketing Officer in the summer of 2015. Prior to joining Sonos, she led global marketing for Patagonia where she reinvigorated their brand, accelerated the growth of their direct business, and pioneered new forms of consumer engagement for which she was featured in Fast Company’s 100 Most Creative People in Business. She joined Patagonia from NIKE, where she was the global VP of Marketing for Converse All Star, the world’s largest and most iconic footwear franchise and beloved youth culture brand. Howard developed her marketing chops at the Coca-Cola Company, where she was based in Zurich as Global Marketing Director for their joint venture with Nestlé. She began her career in marketing at Johnson & Johnson Consumer Products Company.
Prior to her career in marketing, Joy was a recording artist with Seely, the first American band signed to the ‘90s Britpop powerhouse label Too Pure. She has an MBA from UNC-Chapel Hill and a Bachelor’s degree from Agnes Scott College in Atlanta, Georgia.