Advances in technology are revolutionizing the marketing world. Powerful new software tools are evening the playing field. To maintain a competitive edge, your company must be able to integrate the tools ‘better’ or ‘more creatively’ than your competitor. This requires creating an environment that cultivates holistic, non–linear thinking. In this session we will explore ways to cultivate a creative environment. We will perform some exercises to test our ability to “think outside the box.” And we will share some case studies in which database marketing challenges were effectively conquered using “whole brain” thinking.