Module 2

Data-Informed Creative Strategy

Master Data-Driven Creative Strategy in the Age of AI:

Learn to interpret data as human stories, transforming charts into sharp insights and measurable creative opportunities.

This course combines analytical thinking with storytelling for maximum impact.

Instructor: Anna Nowak-Otto

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Duration

10 weeks
1 session per week

Tools

Google Trends, Brandwatch, SparkToro, Tableau Public, AI tools like ChatGPT for pattern recognition.

Recommended Reading:

  • Byron Sharp – How Brands Grow;
  • Les Binet & Peter Field – The Long and the Short of It;
  • Seth Stephens-Davidowitz – Everybody Lies.

Course Overview

This course explores how data can become a powerful ally for strategists, creatives, and brand builders. Students will master the art of interpreting data not as numbers but as human stories — transforming charts into insights and insights into creative opportunities.

Through case studies, hands-on tools, and group projects, students will learn how to combine analytical thinking with storytelling to make strategy measurable, creative, and impactful.

By the end of the course, they’ll be able to build and present data-driven brand strategies that connect logic with emotion.

Learning Outcomes

  • Build a data-informed strategic process from cultural signal to campaign idea.
  • Use data tools to discover audience insights, market trends, and category dynamics.
  • Develop frameworks that connect business KPIs with creative strategy.
  • Visualize and communicate insights clearly to inspire teams and clients.
  • Apply ethical guidelines when using consumer and social data in research.
  • Design and pitch a data-driven strategy presentation that turns numbers into narratives.

Assessment Criteria

  • 40%: Weekly Assignments – Data analysis, insight discovery, and framework exercises.
  • 60%: Final Presentation – A team-based data-driven strategy pitch deck built from real or simulated datasets.

Career Relevance

Graduates will gain data literacy and strategic storytelling skills essential for modern planners, creatives, and analysts. The course prepares students for any role where analytical thinking meets creativity.
Meet the Instructor

Anna Nowak-Otto

Anna is a seasoned Strategy Director with over a decade of experience in strategic planning, currently leading efforts at INNOCEAN Worldwide Europe.

Her expertise spans comprehensive quantitative and qualitative research analysis, digital and content strategy, and the development of compelling creative briefs and pitch presentations.

Having previously served in strategic roles at agencies like Jung von Matt, Anna specializes in generating and evaluating human insights and introducing new workshop methodologies. Additionally, she shares her industry knowledge as a Lecturer at Miami Ad School Europe, cultivating the next generation of creative strategists.
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