Insights | 26.06.2018

The science behind telling stories

By Charli Ursell, senior director of digital planning, PHD

Data kills creativity. How many times have we heard this statement, or indeed, debated back and forth as to its merit?

Data and technology buzzwords have been creeping into agency language more and more over the past few years. Years spent honing the art of putting science behind planning principles have had something of a transformative effect on an industry that was initially built on storytelling.

However, there is a growing fear that somewhere along this journey, tech-based thinking and algorithmic optimization have distracted us from seeking meaningful human interactions – stalling the creative process. With this in mind, is it time for us to take a long hard look in the mirror?

To read the article in full, please visit the PHD MENA page 

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Charli Ursell
Senior Director – Digital Planning at PHD