New York agency Sarkissian Mason has taken an interesting approach to illustrate the point that consumer engagement via unique, compelling creative ideas is ultimately what will drive sales and brand loyalty.

New York agency Sarkissian Mason has taken an interesting approach to illustrate the point that consumer engagement via unique, compelling creative ideas is ultimately what will drive sales and brand loyalty – and not an obsessive dependence  on data to fuel a brand's every decision.

The agency wired their office with sensors, tracked the results with a single-board micro controller, and are publishing the real-time results of their data gathering on their homepage.  The data visualization exercise facetiously calculates the agency's collective creativity at a point in time, informing viewers on life at the firm as tracked by smoke breaks taken, f-bombs dropped, project scopes changed, ideas generated and shot down, and the like.

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