Publicis Middle East’s Aunindo Sen makes the case for ‘gloriously unreasonable’ creativity that is illogical, doesn’t follow reason, isn’t handcuffed by data, but is instead beautiful, terrifying, nonsensical and somehow makes perfect sense in hindsight.
There’s a quiet myth that has crept into advertising over the last decade. It’s the one that says research is king, statistics are the backbone and logic lights the way.
Lovely. Sensible. Entirely forgettable. Because if history has taught us anything, it’s that reason rarely makes history. Creativity does.
Let’s face it, algorithms may know where peopl
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