For most of my career, thinking was something you did on the way to a deliverable. Buried in the hours. Billed as “strategy,” if at all.
Then the job got bigger. Channels multiplied. Customers started meeting brands everywhere, from the app to the hold music. The ad became one chapter in a story the whole company writes, and creative thinking moved from the edit suite into the boardroom. AI finishes the job. Making things is now nearly free. Deciding what’s worth making is the work.
That’s what I write about here.
Read a few.
If one sounds like the problem on your desk, let’s talk.
in closing
Yes, the world has changed.
The old model is dead. Agency of record, gone.
TV spend has been surpassed by mobile.
And social. And content. And change, change, change.
And finally AI
But my job, our job, remains what it has always been -
generate meaning, tell stories, provide context,
and above all, create connections.