Something Interesting Is Going On With “Interesting.”



For decades, the quality of being interesting has been largely overlooked by advertisers, even though Bernbach, Ogilvy, and Gossage, some of the biggest names in advertising, all talked about it.

Now, there seems to be a growing interest in interesting.
It's percolating up in spots: Les Binet, Kristen Cavallo, Tom Roach, and now Adam Morgan have all said that ads need to be more interesting.

It feels like the industry might be gearing up for a full-blown discussion on interestingness.

This is exciting because even though we can use the word interesting, and often do, what do we actually mean by it? What are its qualities? Why is it of value to advertisers? And why particularly today?
Jeffre Jackson and I have been thinking about these questions and looking for answers through research and interviews with some of advertising's leading minds. And we’ve come to some insights we hope to share in short bursts in the coming months and in a more complete form sometime next year.

In the meantime, we’re excited about the growing interest in the topic and eager to participate in the conversation.

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