I would start by analyzing the data to understand its implications and then collaborate with the creative team to find a balance between the data insights and the original vision. By incorporating feedback loops and brainstorming sessions, we can pivot the creative direction in a way that aligns with the data while still maintaining the project's overall integrity.

1. I believe in creative teams’ ability to flex and understand across contexts. Bring the creative team deeply into the project data, ensuring the brief you provided them is still accurate and be sure to change and reshare the brief, if not. 2. Brainstorm the intuitive meaning derived from the data as it pertains to the audience the creative is for with the creative team to get alignment on the strategy behind the creative. 3. Let the creative team do their work and come back together to review the shift you all effected. Provide feedback measured against the data and brief. 4. Test the results in market and learn, basically… get more data to measure your results and iterate with new learning and new creative… and… new audiences!

When project data conflicts with creative direction: Analyze discrepancies: Thoroughly examine the conflict between data and creative goals. Prioritize objectives: Determine which project aspects are most crucial for success. Seek middle ground: Find a balance between data insights and creative vision. Test alternatives: Experiment with data-informed creative adjustments. Collaborate cross-functionally: Engage both data and creative teams in problem-solving. Iterate and measure: Implement changes gradually, monitoring their impact. These strategies help align data with creativity for project success.

Data is here to make the work smarter and if there's a disconnect, it's important to collaborate and identify how it can be used as an optimization lever vs. watering down the output. As a strategist, you have the unique ability to marry data and creativity to ensure the final product exudes creative excellence.