# 71% of marketers see creative opportunity in GDPR

- Link: https://fundraising.co.uk/2017/11/16/71-marketers-see-creative-opportunity-gdpr/
- Published: 2017-11-16T09:00:32+00:00
- Author: Melanie May

**Research from the DMA Awards amongst senior marketers has shown that 71% think
the GDPR will result in more creative campaigns to acquire customers.**

 

The research surveyed 249 senior marketers who were judges at this year’s [DMA Awards](https://dma.org.uk/awards),
and highlights a need for a balance between creativity and data with 84% stating
that data should be used to inform, rather than supplant creativity, while over 
half (57%) also agreed that in an increasingly data-driven world marketing without
it should not be considered marketing.

## Advertisement

 

The majority (83%) of marketers also stated they believe it’s integral to the future
of the UK’s marketing sector that we’re seen as a hub for data-driven expertise.
In addition, 83% agreed that it’s important that Government is able to secure the
free flow of data between the UK and the rest of Europe post-Brexit.

 

However, there was concern among half of those surveyed (53%) that marketers don’t
currently have the skills to succeed in an increasingly data-driven industry.

 

Rachel Aldighieri, MD of the [DMA](https://dma.org.uk/), said:

 

> “We are going through a period of dramatic change both as an industry and as a
> nation. From leaving the EU, to the incoming data protection laws trying to legislate
> an ever-changing technological landscape. The GDPR, in particular, is a unique
> opportunity for business transformation and to forge new relationships with customers
> based on trust. Those organisations that put creativity at the heart of a customer-
> centric approach, not simply viewing the new laws as simple a legal issue, will
> thrive in this new environment.”

 * **[Institute of Fundraising & Fundraising Regulator publish bite-size GDPR guidance](https://fundraising.co.uk/2018/03/02/institute-fundraising-fundraising-regulator-publish-bite-size-gdpr-guidance/)**(
   2 March 2018)
 * **[GDPR: barristers-at-law debunk five legal myths](https://fundraising.co.uk/2018/05/31/gdpr-barristers-at-law-debunk-five-legal-myths/)**(
   31 May 2018)
 * **[Real World Fundraising launches pro bono services for charities](https://fundraising.co.uk/2018/11/12/real-world-fundraising-launches-pro-bono-services-charities/)**(
   12 November 2018)

![Loading](https://fundraising.co.uk/wp-content/plugins/page-views-count/ajax-loader-
2x.gif)