Creativity is solving problems, not coming up with cute ideas.
The next generation of CRM (which is arguably where all marketing is headed, partly because of the avilabilty of what you call Big data) is already centring around user-segmented brand experiences.
The best creative ideas therefore enable splintered expression, based on the recipient/electee’s understanding of and motivations in relation to the brand. Great creative can be repurposed by the individual based on her own psychology – and therefore demands both insight and flexibility, because in essence it devolves responsibility for an imagination to the consumer rather than the marketing itself.
I’ve been in digital marketing for 17 years, eCRM for nine, and am heavily involved in the customer insight-based creative industry, and personally I think the most exciting times, and the most creatively challenging times, are still ahead of us.