Unpredictability Is The Lifeblood Of Creativity | Hall & Partners

Unpredictability is the lifeblood of creativity

In Mike’s original Shared Beliefs he was clear about the importance of advertising as an investment. That’s how brands ‘reach a threshold of impact’, he wrote. In the fail-fast digital age, that philosophy needs adapting – the more disruption there is, the more brands have to take risks and provoke.

Since one size does not fit all, experimentation that defies expectations becomes essential. Such has been the proliferation of channels as we scramble for a microsecond of people’s attention, that advertising today needs to be unpredictable, incongruous even, to help people step away from the familiar and see things with fresh eyes.

Everyone needs to behave like a disruptor, even if they’re a legacy brand. After all, the best advertising has always been interruptive of people’s lives, stopped them from doing what they were doing in the first place – watching TV or reading a newspaper. The concept hasn’t changed, only the ability to do so.


Everyone needs to behave like a disruptor, even if they’re a legacy brand


Economic pressures make clients nervous but risk can be minimised with data-enriched homework. Accurate real-time measurements mean we know customers better than ever. And technology enables us to test and learn with remarkable speed and accuracy, developing those learnings at scale.

The best advertising is often the result of being at our boldest, a trait all the more valuable in an age when people have less time to give to advertising content. Pack up the safety net, avoid the comfort zone, arm yourselves with insightful data and take a mischievous leap of faith.

Creativity needs investment – an investment in risk.

Check out more Big Thinking Articles

Travel and tourism are struggling right now, but a new future for hospitality beckons

Conscious Health webinar highlights

We made the GRIT ‘Top 50 Most Innovative Companies’

The key to creating better habits? Temptation bundling

PharmaExec: Hall & Partners on purposeful partnerships for a post-COVID era

WARC: Hall & Partners explain how pharma can keep building trust

Research Live: Vanella Jackson explains why a new approach to brand evaluation is needed

Conscious Brands 100: a new way to measure world-leading brands

AdWeek: Hall & Partners comment on Microsoft ranking most Conscious Brand

The Grocer: Hall & Partners comment on the Union Jack & packaging

Previous
Next
About Hall & Partners

Hall & Partners is a global insight agency that specializes in quantitative and qualitative market research, data analytics and strategic consultancy.

We provide brand performance tracking, customer segmentations, customer and brand experience, predictive modelling, insight engagement platforms, as well as communications and advertising strategy. This is in addition to our award-winning insight platform, The Hub.

Our global team help brands, businesses and organizations in the Americas, Africa, Asia, Europe, and the Middle East inspire growth. Together, we utilize over three decades of insight expertise to solve the toughest branding, marketing, communications, and innovation challenges for our clients.

Hall & Partners is a part of Omnicom’s Communications Consultancy Network.

Subscribe to our newsletter

By submitting this form you are opting in to receive occasional brand, marketing and communications insights from Hall & Partners.

© 2021 Hall & Partners. This website is powered by 100% renewable energy. All rights reserved.

Website developed by Digital Berry Ltd

Signup for our Newsletter

A monthly newsletter bursting with thinking on how to grow your brand: from in-depth analysis to practical advice. Sign-up for the latest industry perspectives, insight reports, free-to-attend webinars, and exclusive events.

By submitting this form you are opting in to receive occasional brand, marketing and communications insights from Hall & Partners.

Signup for our Newsletter

A monthly newsletter bursting with thinking on how to grow your brand: from in-depth analysis to practical advice. Sign-up for the latest industry perspectives, insight reports, free-to-attend webinars, and exclusive events.

By submitting this form you are opting in to receive occasional brand, marketing and communications insights from Hall & Partners.