It’s art. Simple as that. When you think about it in a context of your hobby, passion or free time that’s amazing. Art is beautiful and is a vital part of our lives.

If you talk about creativity in a context of bringing results for the company then it is a different story. Creativity without data is guessing. It’s your own personal opinion. And that’s not efficient. Campaigns, projects and ideas don’t have to be a/b tested or run through focus groups but there needs to be at least a small foundation of data behind the next big idea. Otherwise we are putting ourselves at the risk of missing our target completely. Art and creativity are judged subjectively and we should assume the same happens with advertising.

If you don’t have at least a hit what are the expectations, wants and needs of your target audience then you are very limited with judging the potential outcome.

Test stuff. Get a feeling of your audience. See what they like. Run small campaigns to see results. Put your work out there to the real world and look for feedback. This is the best indication if you are going into to the right direction.