I get excited about what we’re now solving for clients. Things ten or twenty years ago, no one would have said was advertising. I love it when we have a conversation with a client and they start with “You probably can’t solve this but…”
I think the industry needs to better champion the value of its creativity in business. It’s becoming a bit of a time and money squeeze. Quality thinking and execution shouldn’t be a ‘nice to have’.
Honestly, it changes all the time. But today it’s Gatorade ‘Replay’. It’s a pioneer of branded content. It was big and audacious. It had a fresh shape of idea and shouted the possibilities of the industry.