SuperTalent Creative published a 45-minute investigative deep-dive by Keith Smith on the changes that have brought the industry from unforgettable creativity to instantly ignorable AI slop in just a few short years.

WHERE HAVE ALL THE BIG IDEAS GONE? There are many reasons for the lack of creativity in advertising. The growth of globally produced work that neither offends nor appeals. The fragmentation of audiences through the onslaught of social media. The obsession with data over ideas. Don't even start us on AI. Nearly 1 billion people have ad blockers installed on their smart phones. Business is now suffering because of the lack of creativity. SuperTalent believes the time is right for a creative intervention. Think of us as the world’s greatest creative department, an unique group of multi-award-winning creative talent, responsible for some of the most iconic campaigns in advertising history. We were the brains behind Guinness surfer, Levi’s, Volvo, McDonalds, British Airways, Audi… the list goes on. You'll work directly with the creators, supported by some of the best strategists in the business. No flash offices, no juniors, no overheads, just the best talent. Remember, we're not an advertising agency, we're a creative intervention company. So clients don’t have to fire their agency to get the creativity they need. We'll crack your brief, then get out of your way. supertalentcreative.com