Angine de Poitrine have blown up in popularity thanks to their unique, complex and inventive music. They use custom instruments packed with extra frets allowing them to hit “microtones”, the hidden, in-between notes that don't exist on standard western scales. They are creating things that don’t exist.

Brands need to act in a similar way. They’re going to need to work harder to be distinct and memorable. Media often becomes a forgotten superpower, and in this presentation, Genevieve and Paul will show the audience why invention is an effectiveness multiplier.