The Misfits Way to Creative Excellence

By Kuan Sawu Fang – Country Lead (Creative Excellence), Ipsos Malaysia

This was an eye-opening presentation made by Sawu Fang as she journeyed through the world of creativity that helps transform campaigns from the mundane to the magical.

She shared, “One of the greatest dangers you may face in the creative journey is misalignment. Misalignment of your team, stakeholders, your agency. It will make you lose time, money and creative quality.”

Her session captured the mantra that creative inspiration waits for no one. And that timely research ensures campaigns and content resonate with your audience, keeping your creative momentum going strong.

She encapsulated the Ipsos book “The Misfits Way to Creative Excellence” through the eyes of marketers and agencies wishing to optimise the creative process…

Creativity for People: Imagine your ad as a blockbuster movie—complete with animations, vibrant colours, catchy tunes, and memorable characters. It’s all about creating an experience that is unique, fun, and so entertaining that your audience can’t help but remember it.

Empathy & Fitting In: Think of your brand as the perfect party guest. It’s not just about showing up; it’s about blending in seamlessly, understanding the vibe, and adding to the overall experience. Your creative should resonate with the audience’s emotions, making them feel seen and understood.

Creative Experiences: These aren’t just ads; they’re events. You want people talking about your campaign like they would about a surprise twist in their favourite TV show. It needs to stir emotions, fit with popular culture, and make a lasting impression.

Evidence of Success: Here’s the lowdown—creativity isn’t just about being flashy. It’s a proven driver of effectiveness. Think of it as the secret ingredient in a recipe that makes everything taste better. When done right, creativity can boost memory retention and long-term brand relationships.

Proof that creativity rhymes with effectiveness

Misalignment Hazards: Misalignment in your creative process is like trying to navigate without a map. You could end up anywhere, and not in a good way. Avoid the pitfalls of wasted time, money, and effort by ensuring everyone is on the same page from the get-go.

Keeping Pace with Creativity: The creative world moves fast. You need to keep up if you want to stay relevant. Timely research and insights can help you fine-tune your campaigns to resonate with your audience and keep that creative spark alive.

As Steve Jobs once said, “Here’s to the crazy ones. The misfits….”

Ipsos’ creative processes tools include Instant|Labs for in-depth insights within a day to refine creative ideas, Creative|Spark which assesses and optimises creative content pre-launch, and IPSOS.DIGITAL – a DIY platform for quick research.

Sawu Fang spoke at the Malaysian Marketing Conference & Festival 2024 on May 15 & 16. 

Two days of inspiring talks, peer discussions, demonstrations that generated mind-enriching experiences for over 250 delegates. The event also starred celebrity podcaster Khairy Jamaluddin, Director @ Seven Network Sydney Lucio Ribeiro, creative superstar Farrokh Madon, Prompt Engineer Indhran Indhraseghar, Malaysia’s CMOs of the Year 2023 and many more…

Download the edition here:

Event pix:

Event site:

MARKETING Magazine is not responsible for the content of external sites.

The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


Download Event PDF
Submit Entries Here

Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene