Modern advertising relies too much on technology at the cost of creativity with an inevitable fall in standards.
That is the bleak summary of Sir John Hegarty, co-founder of BBH, the agency that introduced the world to the Levi's laundrette, the 'Lynx Effect' and 'Vorsprung Durch Technik.'
He is calling on advertising executives to stop focusing on technology advancements and remember that the viewing public wants good content, regardless of the clever digital innovation that made it possible.
Advertising executives need to become more brave and dig their heels in. Rather than rush work to tight briefs, they need to push back when creative is not ready yet.