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It’s because the big idea used to be king and the creative process, which is a true process, is now just one part of the process: execution. The research, thinking, culling, walk away, thinking, culling, throw darts at it, execute part is compressed to just think for a minute and immediately execute. Clients and even agency people think we can do technically faster, so do it faster. Just means we have to use old tricks to deliver. But it’s not new thinking. It means that the actual deliverable of our industry: a quality creative product, has become less important than delivering quantity faster.
Was wondering if it’s just my client/agency, since they’re the only ones I’ve had recent experience with, but I guess not. They take forever to brief us and the first round is always due almost immediately. The last few spots we’ve produced feel like they were written by committee, because they were.
Nope. Not just you. Brands DGAF anymore. Whatever’s faster and cheaper.
Rising Star
We also don’t read anything anymore. I fell in love with print ads in college because of all the long body copy that was so masterfully written. Today we have to pare a story down to a few words.
100000% agree
Budget cuts 🇺🇸💪🔥
about a year ago, I asked am I missing something, or all Nike’s most discussed work, hero-anthems that feel like the same thing, ‘poem over inspiring b-roll cuts’.
Maybe everything has been said.
By AI
When a brand like Nike is doing some of best work and their stock is down 10% you know that's not enough anymore.
Nike’s stock was down before they started doing good work again, precisely BECAUSE they prioritized performance marketing over long-term brand building.
https://www.marketingweek.com/nike-faith-brand-marketing/
Does Apple even need to advertise? They can afford to churn shitty copy. And nothing brilliant is going to make anyone buy a dell or an android so who cares?
Consumers don't care anymore, so why should brands and agencies...the majority can't afford shit and they just want whatever costs the least.