On the TechTO stage ×1
First seen on the TechTO stage in 2019. Every talk is searchable — ask the archive about Jay ↗
In their words
when you look at data the formation of data the calculation of data it relies on algorithms those algorithms rely on rules those rules are set by human beings
creative again has no rules the best creative comes from breaking rules
we've clung to this rule-based provable data-driven marketing because it's easy to sell
Around the web ×1
Quick answers
What is Jay Chaney's argument about data and creativity?
That the two are at odds. Data is calculated by algorithms, algorithms run on finite rules set by people, and true creativity is the linking of ideas that do not connect logically — so data can inform creative work but cannot produce it.
Why does he say creativity pays?
He cited a University of Cologne study of the return on creativity in advertising: spend enough on media and anything returns something, but work carrying real artistry and depth of idea multiplies that return three to five times (TechTO stage 2019-03-08).
Where does Jay Chaney work now?
Broken Heart Love Affair, the Toronto agency he co-founded in 2020 with Carlos Moreno, Denise Rossetto, Todd Mackie and Beverley Hammond, where he is partner and chief strategy officer.