By Vishesh Sharma

In today's world, when most decisions are data-driven, it becomes vital to think about creative storytelling in the context of data.

The seventh edition of GroupM's 'Brew' was hosted on July 24, 2024, in Gurugram, India. The day-long event featured an interaction where Georgia Brammer, Managing Director of Flashtalking APAC, shared her thoughts on the intersection of data and creativity.

Kickstarting the session with strong data Pointers, Brammer said, "According to a McKinsey report, 71% of consumers expect a personalised interaction with brands. When we are communicating through channels like social media, which is such an intimate experience, a connection that inspires people is fostered. A generic ad is not going to do anyone justice in terms of performance. Thus, marketers need to see something that mirrors consumer aspirations, interests, and purchasing behaviours."

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