Adam Sheridan
Global Head of Products for Creative Excellence at Ipsos and author of Misfit Stories, specializing in research on storytelling and creative effectiveness in advertising.
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Mar 19, 2026 • 36min
Storytelling is an increasingly overlooked art form
Adam Sheridan, Global Head of Products for Creative Excellence at Ipsos and author of Misfit Stories, explains why storytelling is underused in ads. He contrasts feature-led spots with relatable narratives, explores the misfit mindset and surreal humor, and examines short-form storytelling, participation tactics, and memorable commercial examples.
