Brands want cheaper work. AI makes content faster. But as agencies hollow out and creative mentorship disappears, the quality of ideas is suffering.
Chris Borain, Executive Director of IAB South Africa, says the industry is under pressure and it shows. At the Bookmark Awards, he sees the impact of short-term thinking, disjointed campaigns, and a growing gap between creativity and effectiveness.
AI has its place, but it can’t replace human judgment, cultural insight or strategic thinking. If all we’re producing is high-volume, low-impact content, we’ve lost the plot.
The work that stands out isn’t just beautiful. It works. It connects. It delivers.
Key Points:
- Creativity suffers when cost cuts become the strategy
- AI tools lack the insight to lead creative
- Effectiveness, not format, is what matters
- Integration across touchpoints drives better results
The industry needs fewer, more meaningful awards
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