The “science” of marketing is increasingly done in the realm of algorithms. The human side is the “art.”

Even the king of web analytics and data himself, Avinash, is saying it:

Creative contributes between 60% to 70% of the campaign’s success.

Avinash’s Third Law of Marketing Dynamics:

A great Creative can, often, overcome a poor Media Plan.

A great Media Plan cannot overcome a poor Creative.