Mad Men vs Mad Maths: To lead with gut or data

We know that for brands to cut through the clutter requires breakthrough creative work. But in a world where data is a powerful currency, what is the role of gut instinct and creative thinking to wow consumers despite what the stats may suggest.

Arye Kellman (CCO, TILT) was joined by Lynn Madeley (CEO: Havas Southern Africa), Laurent Marty (group chief strategic officer, Joe Public United), Tshegofatso Phetlhe (creative director, VMLY&R), Neo Mashigo (chief creative officer, M&C Saatchi Abel) and Graham Deneys (group strategy director, Carat) for a great debate to find out if it is gut instinct or data that leads media.