Creativebrief – Hollywood may favour sequels but let’s shoot for something new
Marc Webbon, CEO and Co-founder
In a world awash with sequels, reboots, and safe bets, Wonderhatch CEO Marc Webbon calls on the creative industry to reclaim originality.
As Inside Out 2 smashes box office records and ads for Wicked dominate our streets, it’s clear that familiar IP still reigns supreme. But Marc argues that while Hollywood may thrive on nostalgia, brand marketers can’t rely on the same formula. Instead, we should embrace the bold, the new, and the untested.
From John Lewis breaking with its Christmas ad tradition to Jaguar’s divisive rebrand, the tides are slowly turning. Creativity is at its best when it’s uncomfortable, unexpected—and unafraid to challenge the norm.
In 2025, let’s stop copying and start creating. Because the brands that dare to break the mould? They’re the ones people remember.
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