ONCE UPON A TIME, HIGHLY "CREATIVE ADS" DROVE CLIENT AND AGENCY FINANCIAL SUCCESS

Summary from the TLDR Marketing newsletter

The high-profit era of repeatable big-idea advertising is over, replaced by high-volume, low-impact digital content. Agencies are losing strategic ground as holding companies downsize experienced talent, while consultancies gain influence with CMOs. To stay relevant, agencies must reposition creativity as business problem-solving, not just campaign output, and invest in the skills needed to deliver measurable brand performance.