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New campaign spotlights neurodivergent talent as a token effort, but to reposition it as essential to the future of the creative industry

July 1, 2025 //  by Finnovate

New global campaign by Havas, Beyond the Brief, launched live at the 2025 Cannes Lions International Festival of Creativity, was designed not to spotlight neurodivergent talent as a token effort, but to reposition it as essential to the future of the creative industry.  Helmed by Donna Murphy, Global CEO of Havas Creative and Health Networks, the campaign builds on the foundation of Neuroverse: Powered by Havas, aiming to shift how the industry identifies and cultivates creative potential radically. The campaign’s anchor panel was named “Neurodivergent Minds: They Don’t Need Advertising. Advertising Needs Them.” Days before the launch, unbranded digital teaser displays appeared along the Croisette, posing provocative questions like, ‘What if the future of creativity doesn’t look like the past, and never did?’ Each display featured a QR code that led to a dedicated microsite with a full agenda of neurodiversity-focused programming, including featured panels, downloadable insights, and events hosted beyond Havas. The campaign also highlighted that neurodivergent people are more than just creative contributors; they’re also a critical consumer demographic. A session at the Havas Café titled “The New Creative Alchemy: Neurodivergent Minds & AI as Industry Catalysts” offered a roadmap for how brands and agencies can better support neurodivergent talent and create products and campaigns that resonate with their experiences. “With Beyond the Brief, we’re looking to amplify these voices and challenge the industry to rethink the systems in place,” Murphy emphasized. By debuting the initiative at the largest creative festival in the world, she made it clear that this wasn’t about corporate social responsibility; it was about redesigning the very ecosystem of creativity. Too often, neurodivergent candidates are excluded not because they lack.

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