Rise of imperfection as asset in advertising
Exploring how imperfection can be a powerful brand differentiator.
In a world obsessed with polish, perfection is starting to look… predictable. In The Australian’s Growth Agenda, Simon Lee, Chief Creative Officer & Partner at Enigma, argues that the brands winning hearts today are the ones brave enough to show their rough edges. Imperfection signals honesty, humanity, and difference — all the things AI can’t replicate. From hand-made ideas to unfiltered storytelling, Simon explores why a little chaos might just be the creative edge modern brands need.