Ty Montague, co-founder of co: collective shares why creative solutions come from being a troublemaker.

Why Advertising Won’t Fix Brand Identity Problems

Ty Montague believes that creativity starts with being a troublemaker.

“People should actively seek resistance and then when they find it, lean into it. That's where the good stuff is. We live in a culture where we teach people not to do that. We teach people to stop.”

That sentiment animates Montague's personal and business strategy, which is why when he left his job as the Co-President and Chief Creative Officer of mega agency JWT, he decided to create a company that offers brand solutions which attempt to bypass advertising altogether.

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