Sachin Mendonca, Chief Strategy Officer, YouExperienceAdvertising didn’t lose its imagination. We sacrificed it at the altar of placement and prayed that the numbers would forgive it. Our industry optimised. With spreadsheets, frameworks, benchmarks, and best practices. We convinced ourselves that efficiency was progress and scale was sophistication. We refined and systemised the craft until everything worked beautifully, except the part that actually matters. Creativity.
What followed was not an accident. It was a redistribution of power. The centre of gravity shifted from what the work made people feel towards where it would appear.
Creativity became something to be managed rather than practised. It is no coincidence that optimisation
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