1 August 2022

Same, Same but Different – the secret to creativity?

After the inspiration from Cannes Lions 2022, how do we more easily bring creativity into our ideas? UK Executive Director Strategy and Planning Rachael Lake, explores the importance of audience relevance when it comes to creativity and recent research into effective creativity that demonstrates how familiarity and originality are essential to driving creativity.

Recent research into effective creativity suggests that the perfect combination is a little of the familiar with original elements of the unknown. In this article we explore how it holds true in the current cultural creative landscape and how we might utilise these findings using audience planning.