Creative Excellence: On the Uses of Weirdness and Unpredictability [Video]

As part of a bold new series for LBB, Tag’s experts are set to challenge the tired notion of “creative excellence” – a term too often overused and under-delivered. With the rapid evolution of marketing, commerce, digital production, and localisation, Tag argues that it’s time to reimagine creativity, pushing the boundaries of originality and innovation to meet the demands of a dynamic and shifting landscape.

Next in the series is Rik Grant, Tag’s transcreation partner, who always sees the value and longevity in bold creative choices. Rik delves into why delivering more of what’s come before isn’t the guarantee of success it looks like on the surface but a way to ensure boredom and a slow slide into irrelevancy. Instead, he argues for taking nuanced risks and leading the creative trends conversation.

“Why yes, YouTube, I would like to watch three Japanese guys in their ’50s playing awesome Metal.”