Misfits

Creativity is celebrated as the fuel of effective advertising, but it has a problem.  It is an enigma of artistic work, with a range of definitions, and its pursuit invites uncertainty, with corporate boardrooms demanding certain, stable returns.

MISFITS aims to move beyond this impasse by proposing a shared language for what creativity means in advertising and outlines robust evidence supporting its effects.  Because if advertisers don’t have the confidence to embrace uncertainty and adopt a Misfit mindset to achieve extraordinary effects, they will be confined to safe work and ordinary effects.