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Creative Insights: How agencies are using data to drive creative strategy, aka the jobs to be done

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Today we understand audiences a lot better than we did ten years ago, but we still talk to them as if we don't. While working daily with hundreds of agencies across the world, Pulsar surveyed and interviewed strategists, planners, analysts and creatives in the UK and US, between 13 major creative and media agencies. Their answers gave us illuminating insights into how data makes it into the workflow of creative teams, how it becomes insights and how those insights are incorporated into campaign strategy. We pulled together a list of tasks these agencies complete to extract insights from social data for creativity and marketing and turned them into a framework of jobs to be done.

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