Mythbuster: Stick with what works

In this article from the "Mythbuster" series in Admap, Les Binet and Sarah Carter challenge the idea that novelty and creativity are inextricably connected.

Mythbuster: Stick with what works

Les Binet and Sarah Carter DDB

Les Binet and Sarah Carter of DDB get a little bit angry about some of the nonsense they hear around them… like the idea that creativity equals novelty.

DDB recently celebrated a special birthday – it is 20 years since the Felix cat food TV campaign first appeared on UK TV. Since then, it has run consistently across the UK and Europe, with hundreds of executions, across multiple media, launching new products and with the famous black and white cat appearing on everything from posters to tea-towels.

Felix...

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