‘Are we a little less Wild West and a little more cautious in 2025?'

Campaign ME

14-03-2025

In a world obsessed with data, metrics and algorithms, has creativity taken a backseat? Whether the relentless pursuit of data-driven decisions has stripped brand, media, marketing and advertising of its magic.
This month, we asked: Has the industry lost some of its showmanship and value in the pursuit of formulaic, data-led insights?
Has the industry sacrificed showmanship, storytelling and gut instinct for formulaic insights? Or is data simply the new creative fuel?
Here's what industry experts had to say:
Tala Mukaddam
Business Lead, Brand and Podcasts, Create
YES
The golden age of advertising elicits images of cigar-smoking executives in high-rise towers, sitting around in tailored suits, dreaming up the next exciting way to sell cigarettes. In the glamourised era of Mad Men, advertising felt exciting, powerful and brand new.
Though the advent of television came earlier, in the 1940s, it wasn't until the 1960s that brands truly understood the power television had to showcase their creative advertisements – readily available in every home. This was a new playing field, and TV heralded a revolution. Insights at the time were derived from human experience: consumer behaviour, market research, focus groups, surveys and such. While insights have always served as the heart of any good campaign, there was also an ample amount of pageantry and daring that went into the work. It was the metaphorical Wild West, and everything was fair in love and advertising.
Have we lost some of that creative freedom – the ability to soar to viral (but IRL) heights or fail catastrophically – in 2025? Probably, yes.
But are advancements in data-led insights the reason for some of the advertising industry's daring being stifled, or is it more attributed to cultural norms evolving over time?
Societal expectations, gender norms and age-related limitations have all made strides over the past 60 years. We are no longer the same society, and our ads have evolved with us in turn. I don't think having more data had much to do with it. In fact, 'data-driven' insights, when paired with strong cultural ones, have the potential to create the most powerful campaigns.
In sum, are we a little less Wild West and a little more cautious in 2025 than, say, 1960? Certainly. But data has always existed, and while its accuracy and complexity continue to evolve, it will always be at the heart of any truly powerful ad. And it does not come at the expense of creativity. That part remains attributed to the magic of advertisers – for now.
Carlos Nadal
SVP – Growth, Havas Middle East
YES
Data has transformed our industry, but sometimes in chasing numbers, we've drifted away from the magic of storytelling and creativity. The best campaigns often come from a single meaningful insight paired with emotion, delivering both short-term results and long-term brand value. In the Middle East, where culture runs deep, we may be over-focusing on performance metrics at the expense of genuine human connections. Clients could benefit from taking more creative risks rather than staying in the comfort zone of metric-driven solutions. The path forward isn't about choosing between data and creativity – it's about using data thoughtfully to shape campaigns that both perform and resonate with our audience's hearts and minds.
Passant El-Ghanem
Marketing Director Middle East and Africa, Kraft Heinz
NO
The industry has increasingly shifted toward data-driven insights, but true marketing magic lies in the balance between art and science. While data refines strategies and drives effectiveness, over-reliance risks diluting creativity and emotional resonance. At Kraft Heinz Middle East, we champion bold storytelling, leveraging insights to elevate – not replace – showmanship. Heinz thrives on cultural relevance, surprise, and human connection. We resist formulaic approaches and embrace disruptive creativity, ensuring campaigns are both effective and unforgettable.
Take Ketchup and Down, inspired by research revealing consumer frustration over ketchup flow, turning a simple bottle flip into an engaging campaign. Or Ketchup Insurance, born from social listening, ensuring fearless eating, and embracing ketchup mishaps. Both prove data fuels creativity, but it's bold ideas that make brands iconic.
Nicolas Garcia
Creative Director, Science & Sunshine
YES
Don't get me wrong. I do believe data can sometimes inform and inspire great creative thinking. But it's a double-edged sword.
In a craft where emotion often overrides logic, it's usually the things we can't explain that end up having the most extraordinary results. No data in the world could've predicted that a gorilla playing the drums for 60 seconds would boost Cadbury's sales by 10 per cent. Yet it did.
There's no doubt that data and research have their place as sources of inspiration. But perhaps our industry's obsession with predictable, data-driven solutions is stripping creativity of its most powerful weapon: intuition. The magic of the unexplainable.
Seyoan Vela
Chief Creative Officer, Living Room
YES
Although, I wouldn't say this is just a regional issue. It's an industry-wide issue. Advertising globally has lost much of its razzmatazz. And all the creative professions seem to be suffering from over-analysis paralysis, leading to more formulaic solutions in everything from industrial design to architecture. But I wouldn't put the blame at the feet of data. Ultimately, it comes down to how human beings use data. And an awareness that not everything worthwhile can be measured, and not everything measured is worthwhile.
Ahmad Hussain
Head of Content, Radix Media MENA
YES
Absolutely. The industry's obsession with data-led insights has turned marketing into The Great Creativity Heist – where bold ideas are held hostage by algorithms, and PowerPoint decks have more charisma than the campaigns they approve.
Once, brands told epic stories. Now? We get hyper-targeted ads whispering, 'Hey, weekend jogger who skipped leg day – buy these compression socks and rethink your life' at 3am.
The result? Bland, optimised-to-death content. Safer than a helmeted bubble-wrap burrito.
As thrilling as a webinar on the history of filing cabinets.
Data shows what works, but only creative chaos makes people care. Let's hijack the algorithm, sprinkle some chaos.
Craig Borthwick
Partner, Lightblue
NO
Data lays foundations, giving creativity the right direction to hit objectives. But once insights are set, creativity needs space – overloading kills the magic. It's not data versus creativity; they go hand in hand. Data is the fuel to make creative stronger. Sure, not every execution lands, and that might make it seem like we've lost some value. But look at recent winners at Athar, Lynx or Cannes – regional creativity is excelling. When making sense of data strategically is on point, storytelling thrives, and results are incredible. Let's not overlook the great work just because some misses get more attention than the wins.
Bilal Nakhli
Brand Marketing Manager, CARMA
NO
For years, the industry thrived on bold ideas and campaigns that left a lasting impact. Today, data-led insights are reshaping how success is measured, but that doesn't mean creativity has taken a backseat. If anything, data is here to sharpen storytelling, not replace it. The real challenge isn't the rise of data but understanding what it can tell us and how to use it effectively. The region is at a turning point, and when data, AI, and human creativity come together, the industry becomes stronger. It's not about losing its essence but evolving into something smarter, sharper, and more powerful.
Roy Nasrallah
Vice President – Marketing, GMG
NO
The most successful brands realise that creativity and analytics must be woven together. Data can reveal unique consumer segments – like the rapidly growing gaming community – while artistry turns those insights into compelling narratives and memorable interactions. These brands harness analytics to understand customer preferences and behaviour, then use imagination to bring new concepts to life. It's a delicate balance: letting numbers guide big decisions without letting them dictate every detail. When done right, data amplifies, rather than replaces, the soul of a brand.
Ahmed El-Gamal
Senior Director of Marketing, Jumeirah
NO
While data-led has become more prominent, the prompter is still using their logic and empathy in the process. It has changed the way insights are manifested. Data now allows us to supercharge creativity. If anything, data-led work has given us a deeper understanding of our audiences and allowed the industry to blend science and art through logic and soul. When leveraged wisely it enhances, and doesn't replace, and showmanship isn't about spectacle but about capturing hearts and minds effectively.