THE FUTURE OF BRAND CREATIVITY BELONGS TO THE SMALL AND RECKLESS

Summary from the TLDR Marketing newsletter

Large holding companies are adopting AI out of fear of being left behind rather than a clear creative strategy. By standardizing AI, they are reinforcing systems built to reduce variance, which leads to faster production of safe, undifferentiated work. As advanced AI tools are widely accessible, scale is no longer a durable moat, and bureaucracy becomes a drag on originality. At the same time, experienced talent is leaving large networks, lowering barriers for smaller agencies to compete.