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Because whatever the legal team doesn’t kill off out of fear, the cost consultants flatten by shaving the budgets. If anything creative is left, the holding companies doom it by keeping the editorial in house to conserve money. What you’re seeing is the dregs that remain.
That money (and clients’ attention) is spent on media optimization, not creative quality. Same as it ever was.
Rising Star
I just think we need to get back to putting out a good product. Otherwise there’s really no use for us. What are they getting for that $1B? People getting to see their logo?
You know they test the hell out of everything. Those metrics aren’t designed to measure creative quality. But they can cover their ass(es)
Because they blow their budgets to the Superbowl and March Madness gets the leftovers.