It takes quite a campaign to grab someone’s attention these days. If you ask people who study the human brain, they’ll say you have less than 10 seconds to make your point – and in many cases, just half that time.

Nonetheless, screaming louder than everyone else is not the strategy to pursue. Creatives need to disrupt enough to get someone’s attention but follow through with enough quality to hold it.

At an &THEN session in the Print Innovation, Digital Integration track, you’ll hear from two people who made it happen for Jockey International and see how your brand can put the same disruptive creative principles into play.

Beyond Pure Disruption

Brent Niemuth, the president and chief creative officer at J.Schmid & Assoc., has seen enough bold (i.e., pure disruption) to know it takes more to reach an audience. Niemuth, one of the speakers at “The Power of Disruptive Creative,” argues that it takes three things to win with a marketing message.

First, the message needs to be relevant. No matter how hard you hit people with a campaign, it will fall flat if it’s irrelevant. But it also has to be something that makes people care (No. 2). Third, you need to have a worthwhile experience as the follow-up. Until you have those three things, it won’t matter how much you disrupt someone’s moment.

Niemuth has taken this approach with brands such as Microsoft, Reebok and Jockey. Janet Frederick, senior director of CRM at Jockey, will join him to offer a perspective from inside the company.

5 Basic Human Truths that Drive Traffic

During the session, Niemuth and Frederick will detail the five basic human truths that cause your messaging to resonate with consumers on a deeper level. These truths are understood intuitively by most marketers, but the key is putting them into action for campaigns.

For starters, it’s essential to know how the human brain works. Niemuth has studied research on neuroscience and uses that information to approach messaging. Unless you realize how much the brain craves simplicity, instant gratification and beauty, you could miss the mark with a campaign.

Putting these ideas into practice is another story. Frederick will reveal how Jockey, a 140-year-old brand that’s still trying new things, used this type of information for a campaign launched in 2016. Other case studies will be covered in the session as well.

Disruptive creative is a powerful tool for those who know how to use it. Start with this session at &THEN.

This article is brought to you by &THEN, DMA’s annual event. Click here to join the leaders of the marketing community and advance your data and marketing mastery in Las Vegas, October 7-9.