To mark the launch of Overthrow II – 10 strategies from the new wave of challengers, co-authors Adam Morgan – world expert on challenger thinking, and partner of eatbigfish – and Malcolm Devoy – chief strategy officer for PHD EMEA – will take to the Debussy stage at Cannes Lions to present ‘The Rule Breakers’ Rule Book: Five Commandments of Challenger Thinking’.

The Rule Breakers' Rule Book: Five Commandments of Challenger Thinking

Challenger thinking has become increasingly important to a broad range of brands, whether they are legacy brands or scrappy start-ups. That’s not surprising when you consider that in US packaged goods alone, challenger brands secured $22bn of value from bigger brands over a five-year period.

But what’s the secret recipe to success? And do challengers really adhere to a different marketing rule book? This session has Morgan and Devoy discussing the five commonalities in marketing and media behaviours they seem to use.

Overthrow II – 10 strategies from the new wave of challengers will launch at Cannes Lions International Festival of Creativity on 20th June. The Rule Breakers seminar takes place on the Debussy Theatre stage, Thursday 20th June, 10:30 to 11:00am.