‘Brands need enemies or no one will care’

Chipotle’s enemy was “those evil people at Monsanto”

Brands need enemies to stand out and get consumers to care, the creative honcho at an advertising agency said in Cannes today.

Pete Favat, Arnold Worldwide’s chief creative officer, in a session titled ‘You need an enemy’, said: “creativity needs an antagonist.”

“Without tension, no one pays attention. If we put tension into our work, then people will engage,” he said.