The times they are a-changin.'

Bob Dylan said it, so we’re gonna talk about it.

The rise of large language models, generative output and multi-modal

But is this the end of creative and branding professionals?

Josh thinks we’re in trouble.

But he always thinks that.

Shoot it on GoPro.

Build it with AI.

Hire Jennifer Coolidge.

Too often, creative teams are asked to ideate around a technology, a tool or a talent—

Has the great art of concepting disappeared? Are today’s production timelines and content demands too constrained for fully-fleshed campaign ideas to emerge?

In this episode, Josh and Ian ask What’s the Big Idea—and where has it gone?

We all know that ‘X’ marks the spot. But has it missed the mark?

Twitter’s rebrand is playing out in real-time for all to see. Rarely—if ever—has brand evolution taken place so publicly, and it raises several questions. Chiefly, are these transparent iterations a good thing for the company? For the platform? For the user base?

Say what you will, but don’t tweet. ‘Cause you can’t.

‘Cause it doesn’t exist.

‘Cause brand.

We’re swimming in a sea of sameness.

Cool-color palettes have always been the bastion of Big Tech. But should entertainment brands really be following suit? Are they missing an opportunity to differentiate? Does it even matter?

And if it doesn’t—what does that say about brand strategy overall?

We’re going full cringe with this one. 

From Can we do just one more edit?...to We’ve written some headlines to get you started…to the classic, I think we should make the logo bigger—our clients sure know how to rub us the wrong way sometimes.

But is it really their fault? Or are we as creative partners actually to blame for these FML/SMH/$%&*# requests?

Listen in as Ian and Josh do their best not to turn into angry old men…

You’ve come a long way, baby.

That was the slogan in 1968 for Virginia Slims cigarettes, and one could say the same for ad agencies today.

But how far have we come? And have we taken on too much? Are creative agencies now jacks of all trades, but masters of none? And with the rise of generative AI and the unrelenting pace of technology, what does the future hold for the humble agency?

Let’s look back. Let’s snap forward. Let’s try not to trigger vertigo in the process.

There’s creative, and there’s copy. And there’s the problem.

It’s true that black-on-white text isn’t as sexy as the final layout, but words matter.

Or peanut butter and cucumber—oh, you don’t think so? Have you never enjoyed Thai food?

Copy. is. creative.

And while we’re on our soapbox, enough with the Oxford comma already.

Are creative awards worth pursuing? Do the clients actually care? Is it worth enduring a dry chicken dinner just to receive tepid applause from colleagues who wish they were accepting the award instead of us?

Or do the awards represent a means to entice our community to gather, celebrate work that pushes our industry forward, and inspire our teams to go bigger, bolder and better?

Josh has some thoughts. Ian has some ADDYs. Let’s get into it.

Ah, the almighty Brief. We bow before its importance. We cringe at its construction. We debate its merits, we challenge its purpose and we sure as hell acknowledge its divisive nature.

Without a brief, there’s no compass. But it has to be a good brief—one that informs, but doesn’t constrain. And therein lies the rub—and the conversation.

“Make us look like Apple”—it’s a phrase creatives hear over and over. So we’re kicking off the podcast with a discussion about Apple’s influence on the creative industry.

How did one brand become the North Star for all aspirational companies? Is it wrong to want to emulate Apple’s success? Is it even possible? And even it is possible, is it advisable?

Is Apple a brand master, or a brand menace?