Host Matthew Cummings speaks with award-winning designer and creative director Nathan Pieratt about the three ways data impacts the creative process: it informs, it adds complexity and it uncovers insights. Pieratt shares stories from his more than 15 years of industry experience to illustrate how data helps determine the right channels, audience segments and messaging. While adding complexity and time to the creative process, data can uncover behaviors that lead to more insights…making the extra time and effort well worth it.
About our guest:
Nathan Pieratt is an award-winning designer and creative director. He has over 15 years of industry experience developing creative strategy for Fortune 500 brands, such as Frito-Lays, Walmart, and AT&T.
Currently, Pieratt is a group creative director at Epsilon, an all-encompassing global marketing agency. Epsilon provides unrivaled data intelligence and customer insights; world-class technology including loyalty, email and CRM platforms; and data-driven creative, activation and execution. As GCD, Pieratt and his team are responsible for the development and execution of data-driven creative strategy for AT&T Business, with a focus on email, direct mail and display.
Pieratt also actively consults on creative execution and big ideas for brands like Arby’s, Snickers, Mountain Dew, Doritos and State Farm. He has been an adjunct instructor for the Art Institute of Pittsburg for the past 12 years, teaching both design and art director courses.
Pieratt is a 2013 graduate of the IMC program and holds an MFA from Savannah College of Art and Design. He lives in Rockwall, Texas with his wife and four daughters. He enjoys a good book, cooking and is a huge Nebraska Cornhuskers fan (with the Mountaineers in close second, of course).