The winner of The Admap Prize for 2015 is Ben Essen, the head of planning at Iris Worldwide.
His winning essay focuses on the uses and misuses of Big Data. He argues that the term “Big Data” (which is a very Orwellian term, when you stop and think about it) has become a metaphor that implies that it is the be all and end all of knowledge.
In turn, it has become an act of heresy in marketing circles to act in a way that is not in accordance with what Big Data dictates.
Essen argues that this attitude is anathema to true creativity. Indeed, creativity happens when one takes the data and, rather than conforming to it, uses that data to make an intuitive leap. In other words, he suggests not sticking to what Big Data tells us, but instead looking for opportunities in what Big Data doesn’t tell us.
It is a highly thought-provoking piece.