/ BP Miller via UnsplashWith over a decade of experience in the creative and marketing industry, both of us entered the industry at an interesting time: the age of digital technology.We’ve witnessed the launch and explosion of social media, the rapid adoption of mobile technology (including the introduction of ‘apps’), and the massive shift away from highly creative traditional advertising into functional digital campaigns heavily led by KPIs.Instead, half-baked ideas are rolled up in the latest trends, visual treatments, animations and applications facilitated by the latest technology, which has often resulted in a sea of sameness (look at personal banking, stock markets apps, online estate agencies and holiday booking apps).Using audience averages may provide a generic insight, but it’s the anomalies (people who sit outside of those averages) that may be the key to expanding your reach with new audiences.Rethinking how we approach creative to be optimized for performance is not about being less creative or restricting big ideas; it’s about bringing data to the forefront and using that to inform our decisions and learnings."