"In creating surprise well, the most important thing is actually discipline and rigour in your thinking. People are expecting champagne and crazy ideas. And it's not that. It's hard work, day in, day out."
QuoteBrand & Creativity
"In creating surprise well, the most important thing is actually discipline and rigour in your thinking. People are expecting champagne and crazy ideas. And it's not that. It's hard work, day in, day out."
Source
The Startling Power of Surprise - eatbigfish x Uncensored CMO webinar (Cannes 2026 session) (2026)
Adam Morgan (eatbigfish), Jon Evans (Uncensored CMO)
00:33:24 Kyrsten Halley, former CMO of Aldi UK
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