An advertising creative and a planner sit down to talk about the best examples they have seen through their careers of “applied creativity”, not only in advertising, but to the communication business in general. The “creativity” applied to research, or how to charge, how to present, who to hire, how to present a concept in a different way etc. all of the above to demonstrate that it is not a battle between "data Vs creativity", "Research vs. intuition" or "Numbers vs. Freedom". It is about understanding that one part of the equation always feeds the other.