In a marketing world hyper-focused on SEO, conversions, and KPIs, it might seem that creativity isn’t a thing anymore. Over a decade of trying to maximize conversion rates has left the ad industry devoid of what used to be its soul: creativity and metaphors.

The ad industry has been hit particularly hard by the focus on collecting data. Creativity is no longer the name of the game, and marketers are increasingly skeptical of anything that can’t be measured. Or at least anything that can’t be measured immediately.

But without creativity, brands are dead and the result is a lot of…