Adweek's Eleftheria Parpis argues that the tools that measure both buzz and biometrics still can't quantify creativity. In the end, the smartest agencies know how to condense all the research results and use their creativity to leverage it. "You have all the data in the world, but there is no substitute for intuitive creativity," says Mark Tutssel, CCO of Leo Burnett Worldwide. "There is so much data out there, distillation is everything."

Adweek: March 24, 2008
By Eleftheria Parpis