John Hegarty, founder of Bartle Bogle Hegarty, points out that, when it comes to data, the answer is not to rely on it but to use it effectively. "Ultimately, creativity is going to be the thing that makes the difference. ... If you all end up with the same data, you all end up in the same place, don't you?"
Ad Age will explore the intersection of data and creativity at the Data Conference on Oct. 8 in New York with its Data Is Beautiful series.