Using Creativity and Data in Marketing

""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, Global Chief Marketing Officer, De'Longhi Group * ""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, Global Chief Marketing & Digital Officer, Bel * ""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, Regional Head of Marketing & Lifestyle – Europe, Cathay Pacific * ""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, Head of International Media, Restaurant Brands International * ""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, CMO Latin America, Maersk * ""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, CMO, Ecologi * ""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, Director of External Affairs, E.ON * ""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, Chief Marketing Officer, PensionBee *