InterestingnessWorks

Expert Interviews on
Interestingness

Conversations with the strategists, creatives, and researchers who are shaping how advertising works, and how interestingness explains why the best of it endures.

Available Now

Foundational · 2006
Jeffre Jackson: How Interesting Ads Work Differently

The original video introducing Interestingness: what value it delivers for marketers, why interesting ads are wired differently in memory, and what started twenty years of research. Originally produced for the Interesting global conference series (New York, Amsterdam, London, Sydney).

Contact us for access → hello@interestingnessworks.com
Podcast
Podcast · March 2025
The Five Components of Interesting

David Nottoli and Jeffre Jackson on the Let's Make This More Interesting podcast. We cover all five ISMAD components, the significance of fish sticks, why Cadbury's Gorilla teaches us about mystery, and the risk of the "boreplex."

1h 9m · eatbigfish / Adam Morgan
Coming Soon
Interview Series
Senior Creative Leaders on Interestingness

Conversations with ECDs and CCOs on how they think about interestingness in their creative process and what it means for the work they make.

Coming Soon
Research Series
The Science Behind ISMAD

Deep dives into the cognitive science underpinning each ISMAD quality, with psychologists and neuroscientists on why incongruity, significance, and mixed emotions build memory.

Coming Soon
Client Series
Brand Leaders on the ISMAD Framework

Brand and marketing leaders discuss how they've applied the Interestingness model to evaluate and improve creative work inside their organisations.

About the Interview Series

The InterestingnessWorks interview series brings together practitioners, researchers, and thinkers to explore what it means to make advertising that's genuinely worth thinking about.

Each conversation is grounded in the ISMAD framework, drawing on 20 years of research across psychology, neuroscience, education, and interviews with senior creative leaders.

Read the WARC Research →

Want to be featured?

We're looking for advertising strategists, creative leaders, and researchers who have a perspective on interestingness and its role in effective advertising.

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