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The collision of technology and creativity

David Droga and Lauren Walker of Accenture Song talk about how ideas become possibilities


In this behind-the-scenes Q&A, Accenture Song’s CEO and creative chairman David Droga and head of data and analytics Lauren Walker discuss what happens when ambition is unleashed by imagination, data, and strategic precision.

What message do you want the audience to hear and act on from your talk?

Lauren: The most important thing that came out of our talk was about the alchemy that can come from combining diverse teams – across data science, creative, design, and technology. It makes impossible things possible.

How do you align tech and science with the uniquely human attribute of creativity?

David: The match of technology and the necessity of science is there in service of humanity. They need each other and humanity gives it direction and purpose.

Should tech inform creativity or creativity inform tech?

Lauren: I believe the relationship is symbiotic. My career has been across companies that are in tech and companies that are in creative and I find that if you don’t work together and pull from each other’s benefits then you can’t create that unique outcome. Ultimately tech is pushing the boundaries but if you don’t put creativity into the technology, how does that impact us as humans? How does it get the emotional change we’re looking for?

What is your definition of creativity?

David: Creativity is about possibility. And it’s about what could be and should be.

What should the ad industry worry about?

Lauren: It’s a worry and opportunity. Being a former chief data officer and being around data and identity all my life, I think a lot of people are worried about the death of the cookie, and the inability to measure the success of the campaigns that they run, but within that, there’s a massive opportunity for all brands to create unique experiences with consumers directly because they have that power to break through and go direct. This is where we’re going to see so many changes in business models. The move to platform, the move to experience-driven creative that’s fused with all the first-party data and all then all the designed experiences that make us want to go back more and grab our attention. 

David: I think the acceptance of mediocrity is what will kill everything. That’s what I hope doesn’t happen.

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