The amount of available data means there is a risk it will drive marketers’ decision-making at the expense of creativity, according to Diesel’s chief marketing officer.

Speaking at a session hosted by The Economist at the Cannes Lions festival this week, chief marketing officer Dario Gargiulo said one of the first things he did after joining from Heineken in 2016 was to bring its data and content teams together to make sure the former wasn’t driving the latter.

“Data can drive creativity but too many times we overestimate data. It’s important we look at data, we can create growth with data but on the other hand you shouldn’t be all about that.

“There is a risk as a marketer today that you can be driven by data”.

Gargiulo added that data is not…