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In a world where data, algorithms and AI tend to predict everything, creativity perhaps begins precisely where certainty ends.
Taking a creative risk means being willing to surprise, to evoke emotion and, at times, to break the mould in order to bring a brand to life rather than simply showcasing it.
An invitation to understand why the greatest risk for a brand might ultimately be to stop taking risks altogether, by Rémi Babinet, an iconic figure in the creative world, named by the New York Times as one of the ten greatest creatives of all time.