“The true answer lies not in ignoring the science but in embracing it, let’s convert efficiency into effectiveness”

There is often reference in the digital advertising industry to the battle between creativity and technology, madmen and math men, art and data – this debate represents a battle between the creative right hand side of the brain and the logical left side. In this session, at Supernova UK 2015, Paul Davies, Director of Marketing Communications at Microsoft UK represents the creative right side and takes the stage with Leila Ratnani, Group Digital Director at Empower Media who represents the left.

Yet while many in the industry seem to push one side or the other, Paul and Leila explain that instead of using half a brain we should use the whole, marrying the art and the science of marketing to create truly great advertising.