Why don't we see great ads anymore - and what to do about it!

In this discussion Orlando Wood (Chief Innovation Officer, System1) explains how advertising effectiveness hinges on the interplay between showmanship and salesmanship. He traces back to a change in 2005–2006, a digital pivot, after which we have seen the erosion of emotional creativity. Orlando explains the power of fluent devices, platform-specific behaviours (including TikTok), the 3 Fs framework, the true nature of creativity, and the enabling—albeit maybe limited—role of AI.More insights and videos at https://www.ro-ar.com