MarketingProfs Spring B2B Forum 2021

Wonderfully Weird Ideas: How to Catch, Tame, and Train Them

Weird ideas, known to academics as "divergent thinking," have the power to disrupt, define and differentiate a brand. If you've ever envied a competitor's use of divergent thinking and wondered how your brand can get in on the action, Executive Creative Director Cliff Lewis and VP, Creative Scott Trobaugh can show you how.

Under the right social conditions and through the right creative process, your team can produce wonderfully unusual campaigns that communicate far more effectively than any old shopworn approach. The best ideas are only weird because they're different, and in your crowded B2B market, different is everything. That's the power of weird.

This session helps you:

  • Build a concepting process that welcomes the weird
  • Refine your most promising weird ideas to keep them on-message
  • Convince your organization to take a chance on the weird and wonderful

The on-demand presentation is currently available exclusively to MarketingProfs PRO members.


Scott Trobaugh

Scott Trobaugh

VP, Creative

As VP, Creative at Godfrey, Scott leads teams in creative problem solving with the goal of tethering outlandish ideas to workable business realities.

Cliff Lewis

Cliff Lewis

Executive Creative Director

As an executive creative director at Godfrey, Cliff shapes our creative concepting process and helps guide concepts for branding, industry events and global B2B campaigns.


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