Creative Excellence: Cultivating Rebels, Not Robots, Means Business Success

 

To embrace creative excellence, you need to embrace the rebels, the nonconformists, and the challengers. Too often, organisations pressure employees to fit a mould, expecting everyone to align with one ‘acceptable’ way of thinking, behaving, or creating. But the rebels are often the ones with the courage to ask hard questions, defy conventions, and uncover transformative ideas. To quote Steve Jobs: “Here’s to the crazy ones, the misfits, the rebels... the ones who see things differently… You can quote them, disagree with them, glorify or vilify them, but the only thing you can’t do is ignore them—because they change things.”

I’ve been fortunate to have worked under bold, ambitious leaders who prioritised originality and strong ideas over playing it safe or following the status quo. This mindset shaped me into someone who can comfortably navigate the structure of spreadsheets and plans while remaining rooted in a culture of ambition, creativity, and a drive to make a bold impact for the brands I’ve worked with. It’s this balance—combining strategy with daring ideas—that has defined my approach to work.

A pivotal moment came during my time at Digital Cinema Media, where I co-founded DCM Studios with Jeremy Kolesar, one of the best rebels I’ve collaborated with in advertising. Jeremy’s role was to dream up cinematic, boundary-pushing ideas that transformed how audiences engaged with brands in cinema, while mine was to bring those concepts to life. Together, we created impactful, memorable experiences that not only elevated DCM’s presence in the media mix but also demonstrated the power of taking creative risks to deliver real results.

This experience solidified my belief: the best work doesn’t come from conformity; it comes from brave ideas and the willingness to push beyond the ordinary.

Predictability is easy to manage, and uniformity makes it simpler to measure progress toward predefined goals. It’s the illusion of control—a belief that following a set formula guarantees success.

But where’s the inspiration in that?

Creativity thrives on diversity of thought, experience, and perspective. When companies crush creativity in favour of conformity, they lose the magic that transforms logistical challenges into innovation, and brand problems into unforgettable solutions. If businesses want to be great, they need to embrace the messy, unpredictable brilliance of their people and let them think beyond the mould. Because that’s where the real growth—and the fun—begins.

Rebels bring life, energy, and the spark of progress, reflecting the human nature that has driven us to invent the wheel, reach the moon, and turn impossible dreams into reality.

Rebels challenge the ‘what is’ to explore the ‘what could be’. They question norms, push boundaries, and refuse to settle for mediocrity. They don’t just work within a system—they redefine it, fuelling innovation and driving growth in ways that traditional thinking never could.

When companies embrace rebels, they harness the raw power of originality and resilience. These are the people who shape culture, disrupt industries, and inspire movements. Why wouldn’t you champion that energy? To succeed, you don’t just need rebels—you need to build a space where they thrive.

From the moment I walked into Tag, I was surrounded bybold thinkers who challenge conventions, bring their unique perspectives to the table, and drive real change. Take Kevan Thorn, EMEA CEO and a true trailblazer. From co-founding Hogarth to now steering Tag EMEA, Kevan has built a career challenging norms and fostering a culture of openness, autonomy, and creativity. He empowers teams to take risks and achieve success on their own terms, setting the tone for a dynamic and fearless organisation.

Rik Grant, our language ninja, is a master of communication and storytelling. With over 15 years of experience in localisation, media, and advertising, Rik pushes the boundaries of how language and culture can amplify creative impact.

Sasha Belford, a rising star in media, exemplifies innovation and passion. Her forward-thinking approach and ability to drive meaningful ideas leave a lasting mark on everything she touches.

Richard Skinner—known to all as Skinner—is a powerhouse of creativity and vision. With over 20 years of experience delivering award-winning work for brands like Volvo, Lexus, Adidas, and WWF, he’s a prolific talent-spotter and enabler. Skinner recently co-launched our GATE+ division, which is already redefining how we deliver exceptional, distinctive projects for our clients.

Each rebel at Tag brings something extraordinary, together fuelling a collective energy that’s transforming our business into a forward-thinking, inclusive, and innovative powerhouse. At Tag, rebels aren’t just encouraged— they’re essential. They make us better every single day.

Not everyone can be a rebel, and that’s okay. I don’t see myself as one, but I thrive in the company of them. My own logistical, considered approach complements their boldness, creating a harmony that turns ambition into reality. That dynamic excites me, and I believe it’s something every company should foster.

When we think of rebels in the workplace, the word might conjure images of rulebreakers, troublemakers, or showoffs. But flip the perspective: what’s so bad about that? They challenge norms, push boundaries, and see opportunities where others see obstacles. 

Rebelliousness isn’t about chaos; it’s about constructive disruption. It fuels curiosity, and curiosity is the antidote to stagnation. It reframes stress into motivation and transforms uncertainty into opportunities for growth. By staying curious and encouraging exploration, rebels make change less intimidating and more exciting.

It’s time for businesses to embrace their rebel talent—not just to innovate, but to boost engagement and drive meaningful change from within. My advice? Be a leader who embraces rebellion—in yourself and in others. Give people the freedom to question, to dream, and to act authentically. It’s through this authenticity and creativity that you’ll unlock better ideas, stronger connections, and new ways of working that will set your business apart.

Encouraging a rebel attitude gets you fresh ideas, fearless innovation, and people who aren’t afraid to ask, “Why not?”—even if it means breaking a few coffee mugs in the process. Basically, you get a team that thinks outside the box... and then probably sets the box on fire for good measure.

Rebels bring chaos wrapped in creativity. They challenge the ‘we’ve always done it this way’ mantra, turning it into ‘but what if we didn’t?’ They bring fresh ideas, bold moves, and occasionally a suggestion that’s so wild it actually works.

Without rebels, companies risk becoming beige factories of mediocrity, where ideas go to die in endless PowerPoint presentations. With them, you get innovation, disruption, and probably someone who insists on using beanbags in the boardroom.

Companies that encourage rebels build an authentic culture with thriving employee resource groups, collaboration, and innovation. In the current landscape, client budgets are guarded and the key to winning partnership opportunities comes down to both innovation and trust.  Clients might be aligned with a pitch presentation full of great ideas but it’s the trust that the company can deliver and sustain a healthy partnership that closes a winning opportunity. 

Rebels’ open spaces for people to feel more comfortable sharing their thoughts and ideas. Over the years I’ve learned many team members have had amazing takes on a process or ideas for innovation but don’t feel comfortable blazing a trail alone. As a rebel, you elbow your way in spaces and hold the door open for others to feel inspired to share.

Nobody ever made change playing by the rules. When we embrace the rebel attitude within a business we embrace the people who are going to take the creative work and the company to new and exciting places. It’s the rebel who shows that what you wear doesn’t impact how you work. It’s the rebel who puts forward ideas that push the boundaries of the brief and surprise clients in ways they weren’t expecting. It’s the rebel who holds the company to account for more inclusive workplaces and processes.

Rebels can often disrupt a company’s way of working in pursuit of progress. Progress is often daunting and uncomfortable, but it’s essential for companies to embrace progress and embrace the people who aren’t afraid of change in order to keep up with evolving industries and new ideas.

By fostering a culture that welcomes rebellious thinking you are empowering your team to ask questions, think outside the box, and disrupt the status quo. This can in turn lead to process efficiencies, new business lines, and a forward-thinking company reputation. Ground-breaking solutions and change cannot be fostered within the constraints of convention.

“When all think alike, then no one is thinking.” —Walter Lippmann