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Anup Oommen
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Off-Track is on-track: Why the best ideas come from getting lost

Anup Oommen
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FP7 McCann Doha's Julien Gillet explains why marketers need to 'pick a wrong turn, get into an unfamiliar place and consume what doesn't feel natural' in order to come up with an idea that no one else has.

Julien Gillet, Head Of Creative Strategy, FP7 McCann, Doha on ideasJulien Gillet, Head Of Creative Strategy, FP7 McCann, Doha

You’re going to read this sentence twice. You will see. You’re going to read this sentence twice. You see? Yeah. Your brain loves loops. It craves repetition, predictability, the comfort of knowing what comes next. And in 2025, you don’t even have to try … algorithms do the looping for your ideas.

The songs you listen to? Curated to match your taste.

The headlines you see? Filtered to confirm your beliefs.

The ideas you think about? Reinforced by everything you already know.

And to make things worse, most of us run our days like Swiss watches, stuck in routines so predictable they could be programmed into an AI-generated calendar. Wake up. Same coffee. Same content. Same people.


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Tags:anthropologyboldnesscrossroadsdaringDohaFP7 McCannHead Of Creative StrategyideasJulien Gilletoff-trackopposite choice rulewrong turn principle
the authorAnup Oommen
Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.
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