It’s basically a lens.

Creative is a twist on your point-of-view. The familiar thing becomes special because you were surprised to see it from a different angle. Yes, a little surprise is essential.

Decades of psychological tests have revealed that surprise is an emotion which activates part of the brain where an idea can become more sticky. You have much stronger recall of the thing you didn’t expect. That also means you have more interest. You are more likely to take action. We’ve seen this reframing work over and over again.

So our search for RELEVANT creative surprises is relentless. Because what we’re really after is breakthrough ways to elevate your message and deliver it how it can best improve results.

See? Art and science can be friends.

And our determination to harness the power of creative in a replicable, measurable way is at the heart of what Pivot is all about.