In a world where data seems to dominate decision-making, creativity remains the driver of innovation. The global innovation and creativity company R/GA will be present at América Digital Chile to explore how brands can integrate the best of both worlds and transform the relationship with the consumer through a powerful synergy.

The digital age has brought with it unprecedented access to information. Today, brands, advertisers and content creators have tools that allow them to measure and analyze each interaction with their audience. This has generated a paradigm where data seems to be at the center of all decisions, distancing itself from creativity as a way to solve business challenges. But is it true that data and creativity are really far apart?

R/GA, a global innovation and creativity company, will be present at the America Congress Digital Chile to address this apparent confrontation in their talk “Data vs. Creativity: Conflict or Opportunity?” Josefina Casellas, VP Executive Creative Director and General Manager of R/GA, and César Requena, Director of Applied Intelligence and Strategy, will explore the contradictions of this battlefield and how integration allows us to design more effective strategies.

Demystifying the confrontation: Data vs. Science

For decades, creativity has been considered a magical, almost intangible process, based on intuition and experience; while data is presented as a rational, measurable and objective resource. This has led to a misperception that they are incompatible elements. However, in practice, the most successful projects have managed to unite these two worlds.

The intelligent use of data not only allows us to better understand the public, but also nourishes the creative process. Insights gleaned from data can inspire innovative ideas and help shape them more effectively. In the same way, a great creative idea can be optimized and enhanced thanks to data analysis.

Since its foundation in 1977, R/GA has combined art and science, technology and creativity, to work with world-renowned companies such as Nike, Samsung, Google, among others. Through the integration of multidisciplinary teams, it addresses business challenges from multiple dimensions, designing valuable experiences for users and brands, at all their touch points.

Senergy to build more effective relationships

During this talk, Josefina and César will explore why it is important to combine the benefits of data with storytelling to connect with people and create more meaningful and less transactional experiences. 

They will share strategies to integrate data and creativity into innovation and marketing processes, as well as success stories from regional brands in which metrics have helped feed their messages, just as creativity has gone through measurement processes to guarantee its impact and meet users expectations of greater personalization, offering a different proposal.

While it is true that data allows us to measure, predict and optimize, creativity remains the key differentiator that allows us to connect with the public’s emotions. The future of marketing and innovation is not in choosing between data or creativity, but in learning to combine them strategically and knowing how to balance the benefits proposed by each approach. We invite you to join this conversation and discover new ways to enhance the impact of ideas in the digital age.

Attend the 10th America Digital Latin American Congress 2025 this April 2 and 3 at Espacio Riesco, visit R/GA booth and participate in the conferences during the event. Buy your tickets here