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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 that goes to new places. But is absolutely authentic to what [the culture and category’s] core is,” says Campbell.

Why?

Too much time is spent working to best practices. This isn’t to say they can’t be useful, but the problem is that “best practice means everything ends up being the same. No one’s pushing the boundaries.