Here's the thing. In a world where there is more data, more science, more neuroscience, more intelligence, and more knowledge about pretty much everything, 94% of advertising still doesn't get noticed. That's only 6% of all campaigns globally having any sort of 'meaningful impact'. That's why you need a Kerfuffle. To draw attention in a world full of bland-vertising, not to mention the TikToks, the Taylors, the celebrity gossip, the meme of the day, and the cat videos. 

Most brands really only have very similar things to say as their competitors. There are only so many broad strategies. Only so many broad truths about how humans interact with products or services. You know what, Tourism really is about happiness and escape. Cars really do offer freedom, convenience and adventure. It’s true. But it’s not new. Many of these ideas have been around since the birth of modern advertising, in the1950s or earlier. So is it any surprise your customers a very familiar with these narratives? 

So while we don’t necessarily want new broad ‘truths’, things only get interesting when you hear a totally fresh take on that same story.

To do that involves nuance, style, art, innovation and emotion and above all humanity. Sometimes it's even counterintuitive.  As marketers we obsess about what to say but often the magic is in how we say it. 

It’s the how that gets you noticed and earns precious space in people's memories. Sure you need science, and reinforced-concrete strategic foundations, but without the element that turns heads, raises eyebrows, cracks smiles and causes a commotion - the best laid plans are all irrelevant.