Video: Carl Johnson on bringing analytics out of the back room

In Part 2 of a series, Anomaly's CEO talks about the "fucking difficult" task of balancing left- and right-brain talent to create great work

"As you surge in the importance of creativity in the round, you surge in the importance of analytics."

Anomaly Global CEO Carl Johnson describes his focus on the "successful resolution of left and right brain in the same building" — when data and creativity interact to produce a whole greater than its parts.

How do you make hard facts as well as instincts, judgment and creativity central to an agency? By not marginalizing data teams as "boring, nerdy types in the back room to be ignored," Johnson says. "Some of our best work has been uncovered by analytics."

Carl Johnson on a "nearly brilliant" idea that wasn't brilliant enough

Johnson cites an analytics-driven campaign Anomaly created for Converse that leveraged the embarrassing questions teenagers ask Google (such as, "How do I kiss?") as targets for online advertising.

"You don't want to be a slave ... They're not a crutch ... But they can provide phenomenal feedback and insight."

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