Surprise is an upstream strategic tool, not a downstream creative flourish
PrincipleBrand & Creativity
Surprise is an upstream strategic tool, not a downstream creative flourish
Surprise is usually treated as a downstream executional flourish left to the art director. The evidence says it is an upstream strategic tool - a multiplier of attention, memory and fame that belongs in the strategic plan as a drumbeat of designed surprises, especially for challengers who cannot outspend the category.
Source
The Startling Power of Surprise - eatbigfish x Uncensored CMO webinar (Cannes 2026 session) (2026)
Adam Morgan (eatbigfish), Jon Evans (Uncensored CMO)
00:03:08 and 00:37:46 slides; Morgan & Evans
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