For those who have been in your industry for many years, what is the biggest change you’ve seen in the way your work is done today compared to 10–20 years ago?

Is it technology, workplace culture, leadership style, or something else?

Curious to hear perspectives from different industries and generations of professionals.

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I haven't been in thaaaat long, but I've got 12 YOE under my belt. In my time, things have become so much more interconnected and the data so much more useful. The level of granularity in our reporting now compared to even 10 years ago is insane.

There’s way more science and accountability in the work as analytics and tech has enabled more performance and effectiveness measurement

Working on both agency and brand side, I’d also say there’s a significant change in the definition of creativity going from such highly crafted video as the pinnacle to what is going to drive conversation as the primary goal in many cases. I don’t think there is one right way to do things so just think it’s evolved but not sure one way or the other is better.

The biggest change is going from being constantly recruited and award-winning to being untouchable after 50. But also, AI is the new stock media meets social media solution from 25 years ago. And Canva is the new Microsoft Publisher. Everything else is the same, but much more accessible and measurable. People lacking knowledge and talent use shitty tools, leadership preaches agile enablement, marketing silently cries and cleans up the brand mess while once again trying to explain why discovery and strategic work matters long-term.

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