José Luis Sambeat

José Luis Sambeat

Creative Copywriter

Datativity: How is data related to creativity?

16 May 2022

Big Data is a term that describes the data, both structured and unstructured, that floods businesses every day. The importance of big data lies not in the quantity that’s gathered, but in what organizations do with it.

The advertising industry is constantly evolving. New platforms, technologies, and innovations become opportunities that are important to consider when you’re working on a new creative. Big data is no exception. Since its appearance, the advertising industry has relied more and more on data to satisfy the needs of its clients. This fusion between creativity and data serves to produce more precise results. Data can be used to enhance creative processes, which allows us to develop excellent marketing strategies. However, to achieve a perfect fusion, there needs to be harmony between data and creativity.

Spotify + Data = The perfect combo

Let’s dive into the success story of Spotify (the great master of data) to better understand how this harmony can be achieved. Everything is better understood with examples, which is why we are going to analyze the success story of Spotify.

Spotify is well known for harnessing the power of data and using it to drive creative campaigns in an original and effective way. In one example, it took advantage of available user data and statistics to create outdoor billboards in which user behaviors were reflected. They mixed data with a touch of humor, with very positive results. 

“Dear person who played “Sorry” 42 times on Valentine’s Day, What did you do? “

Spotify Wrapped

“Wrapped” is another great example of Spotify making the most of its data. Every year they use our data to make us feel special. They create personalized videos in which they show us, in a fun and relaxed way, who our favorite artists have been, plus which songs and genres we listened to the most. This has created an annual trend in which users organically participate by posting their annual summaries on different networks. The best way to build a brand image is through advertising where the user feels unique and part of something. It is not forced and flows naturally with the behaviors and trends of the audience in question. Like Spotify, agencies shouldn’t wait any longer to fuse data with creativity.

Is all data good data?

However, it’s not all “sunshine and rainbows” when it comes to user data collection. These days, society has become wary of massive quantities of data collection, since it has frequently been misused for commercial purposes. Thus, projects like “The Cookie Factory” have been created. This campaign by UNESCO consists of technology that bombards AI with false data in order to mislead and confuse it about our habits and preferences. Once again, creativity makes its way using big data, although in this case, it is to combat it.

In the end, data complements creativity but it cannot replace it. Data is only useful if you know how to use it. Data can help to uncover certain human truths, needs, habits, and behaviors in a more precise way. It can also lead you to territories, connections, or interesting thoughts that you may have overlooked or not even considered.

The possibilities of big data are limitless and open up a whole new universe for creatives and marketers to explore.


Does your company tend to be more data-driven or creative? If you need to swing the pendulum one way or the other, Making Science can help. Visit to get in touch with our team today.