I am noticing a very distinct change in creative these days. The complication, hyperbole and “fanciness” of the last few years have been replaced by clean, truthful, straightforward advertising….
You need to rethink the creative process in your agency. My guess is that agencies of the future will not be successful because they buy media better, or can hammer a vendor into submission, or even because they know how to affiliate themselves with their clients in a more strategic way—although these agency skill sets will never go away. Instead, agencies in the future will be most successful when they lead through ideation, creative execution, clear copy points, and most of all, truth and honesty.
As Paul McCartney sang in “Penny Lane,” “It’s a clean machine.” Very clean.