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"


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 one of those is a lack of understanding about how consumers actually choose and buy, and how brands actually compete and grow.

For it is perhaps no exaggeration to suggest that the general state of knowledge within the average creative agency is riddled with rhetoric, superstition, assumption, and unexamined received wisdom.