In short, yes – but only when the role of each and the connection between the two are deeply understood.  When this expertise is present, not only can creativity survive, but its impact can be stronger than ever.  And that’s where Fraser Communications comes in.

The growing demand for certainty often sacrifices bold, original ideas in favor of safe, data-driven approaches. But truly resonant, memorable and motivating messaging born from a powerful creative spark requires deep intuition, human insight, cultural awareness, and emotional nuance — qualities data alone cannot provide.

Still, Fraser fully recognizes that ignoring data's potential is short-sighted, as it can offer insights that sharpen ideas and amplify creative impact. Tools like AI can analyze vast datasets, identify patterns, and deliver real-time insights for refinement that can significantly boost results. 

It’s not either/or – it’s both.

At Fraser Communications, we combine creative intuition with data-driven insights to craft messages that connect on a profound level and achieve powerful outcomes. A great example is BrightLife Kids (BLK), a CalHope program providing free behavioral health support for families.

• Creative Spark:  Traditional mental health campaigns focus on the problem (e.g., anxiety, depression) and offer therapy as the solution — a path data alone might suggest. Drawing on years of experience, we recognized the overpowering stigma surrounding mental health, especially in parenting and with children. The last thing parents needed was the stress stigmatization would bring. Instead of focusing on diagnoses, we addressed the simple, universal truth that all kids have "big feelings" and sometimes need support. This insight led to the BLK “All the Feels” campaign, which resonated deeply with families.
• Data-Driven Refinements:  Throughout the BLK campaign, data guided improvements. From tracking results, we not only monitored which ads were working the hardest and used that data to adjust our media approach, but to also refine the creative message. For example, we learned that ads emphasizing “free” upfront outperformed others. Making this one simple shift in the copy for all executions ultimately motivated even more families – many who needed greater reassurance that there would truly be no cost – to click through and receive the support they needed. 

Fraser Communications: Where Creativity Meets Data

As a certified woman-owned agency, Fraser blends research-driven insights with imaginative strategies to create campaigns that move audiences and deliver measurable results. Whether it’s public health, corporate branding, or nonprofit outreach, we’re here to help you thrive in today’s fast-changing advertising landscape.

Let’s talk about how data and creativity can transform your campaigns.