Here's what we actually believe: the real, thoughtful idea is becoming a competitive advantage again. A brand that does the work, says something specific instead of something safe and shows up like it means it, is standing out more now than it would have five years ago, simply because so much of what people see daily is automated. Scarcity makes the real thing more valuable. That's true of authentic creative right now the same way it's true of anything else in short supply.
