The liberation of magic: How marketing science opens up creative opportunity

In this long and detailed article, Martin Weigel, planning director of Wieden+Kennedy Amsterdam, draws on empirical evidence from marketing science to challenge many of the assumptions and received wisdoms of advertising and propose a better approach to brand communications.

The liberation of magic: How marketing science opens up creative opportunity

Martin Weigel Wieden+Kennedy Amsterdam

"You take the blue pill, the story ends, you wake up in your bed and believe whatever you want to believe. You take the red pill, you stay in Wonderland, and I show you how far the rabbit hole goes"

Preface

There are many reasons why creativity is stymied, stifled or compromised. And since creativity is inevitably the output of partnership and collaboration, not all of these reasons are within our power to shape or influence. But there are some things that are. And...

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