Why Your Strategy Needs More Chaos

At a talk held by WARC at Cannes Lions 2019, two speakers explain why it’s better to be interesting than to be right.

Not got time to watch the video? We've distilled it into a five-minute read.

Martin Weigel, head of planning at Wieden + Kennedy Amsterdam, and Rob Campbell, head of strategy EMEA at R/GA, posit that agency strategists must bring chaos into their work.  Speaking at a packed-out session at Cannes Lions 2019 on WARC day, the two strategy veterans laid out their theory of chaos and how it makes for more impactful creative work, and better, more sustainable results.

“Chaos is about letting the authenticity of the broadest elements of the category and culture into the funnel to create work...

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