ISSUE 66 /

A BULLETIN FOR
BIG IDEAS AND
BETTER BUSINESS.

OPINION / CREATIVITY

A word
on newness

💬 Sir John Hegarty 

What makes a truly great photograph? Years ago, I was assembled with a group of superlative art directors and photographers. During our discussion, this question arose. It prompted those present to start arguing the toss over the ingredients that make up an iconic image. One art director said that composition was king, and genius lies in the arrangement of what’s within the frame. Another countered that storytelling was the defining quality of a memorable image. Some declared that the craft and execution of the shot was crucial too.

Nobody could quite agree. Then I noticed one of our party had remained silent – Max Forsythe, a prodigiously talented photographer. What did he think? “A great photograph is something that you’ve never seen before,” he said. That statement settled it. Of all the qualities of a great image, newness is chief among them. Artists understand this, and the greats spend much of their careers in search of ‘next’. The next technique, the next direction, the next movement. But in the world of branding, we’re in danger of abandoning this pursuit of ‘next’, and instead, focusing on re-hashing yesterday’s leftovers.

The greatest symbol of this quandary is AI. Marketers, brand managers and technologists are reeling at the potential of image generators that, with a few well-worded prompts, can whip up a picture, animation, or film in an instant. Zeal for this sort of thing is particularly prominent on this platform. But there’s a problem with all of this content (I loathe this word, and deploy it here disparagingly), it’s all been pulled from some other corner of the internet, then thrown up in a reconstituted form. As a result, it falls pitifully short of Forsythe’s measure of great imagery. We’ve seen it all before. Where communications is concerned, innovation beats replication.

THE AGENDA

🗓️ Diarise this: your agenda for the coming week

1.
The first Monday in May means only one thing: the Met Gala. Next week, fashion’s biggest stars will ascend the steps of New York’s Metropolitan Museum of Art for an evening of boundary-pushing style and glamour, all in support of the museum’s Costume Institute.
5th May

2.
Prestige in journalism and the arts will be recognised next week when the Pulitzer Prize winners are announced. From investigative reporting to powerful fiction, the awards honour excellence across writing, photography and music composition.
5th May

3.
Broadway will be buzzing on Wednesday when nominations for this year’s Tony Awards are revealed. Celebrating the best of American theatre, the awards shine a spotlight on the writers, performers and creative teams lighting up New York’s storied stages.
1st May

4.
Chicago’s historic Music Box will be rolling out the red carpet this week as the Critics Film Festival returns. Offering an eclectic lineup of anticipated indies and festival favourites, the event is curated entirely by professional critics – a unique model in the film festival world.
2nd – 8th May

5.
May marks the start of Better Sleep Month, encouraging people to prioritise healthy rest habits. Good sleep isn’t just vital for wellbeing – it also fuels creativity, making it a must for anyone looking to unlock fresh ideas and stay inspired.
1st May

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OTTAWA / POLITICS

Elbows
up

Canada’s political landscape is shifting, with the Liberals poised for a narrow victory under new leadership. After years of faltering support for Justin Trudeau, it is former Bank of Canada governor Mark Carney who looks set to carry the party over the finish line. Carney’s more assertive approach has re-energised the Liberal base, powered by a clear narrative of standing up to a bully — in this case, the Trump administration which has been threatening plans to ‘annex Canada.’ Adding to the momentum, stars have come out in support of Carney — most notably comedian Mike Myers, who helped galvanise public sentiment during Trump's tariff battles by mouthing "elbows up" on Saturday Night Live, a phrase that has since become a rallying cry for Canadian resilience. Positioning oneself as a vanquisher of some existential threat – in this case an immediate neighbour – remains a compelling way to win over an audience.

ON CREATIVITY /

LONDON / COMEDY

A laughing
matter

Some of the UK’s biggest comedians are headed to Westminster today for a live Commons evidence session. The event brings together MPs with industry-leading figures to explore the economic, cultural, and social impact of live performance – as well as the mounting challenges the sector faces. According to the Live Comedy Association’s first annual survey, published in February, live comedy contributes over £1 billion a year to the UK economy. Yet behind the laughter, economic pressures and precarious working conditions are threatening its future. Campaigners are encouraging the government to recognise live comedy as an art form in order to secure long-term political and financial support. But beyond its commercial value, live comedy is a vital part of British culture and heritage – and without proper support, the country risks losing an essential piece of national identity.

HOLLYWOOD / FILM

Casting
big screen
ballots

Big changes are coming to Hollywood’s biggest night. The Academy of Motion Picture Arts and Sciences has announced that Oscar voters will now need to confirm they’ve watched all nominated films in a category before they can cast their ballot. The organisation will track viewings through its exclusive Academy Screening Room streaming platform, marking a major shake-up in how winners are decided. The move comes after years of rumours – and some admissions – that voters were selecting films without actually seeing them, relying instead on reputation or buzz. While the announcement has sparked confusion and backlash online, it’s not entirely a surprise: ahead of the 2025 ceremony, several voters openly admitted to skipping films. With the new rules in place, the Academy is aiming for a fairer, more credible awards process – though whether voters stick to it remains to be seen.

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