According to research from System1, presented at CRA’s Heard audio showcase last month, 50% of Australian radio ads fail to create a strong emotional connection, significantly reducing their effectiveness.

Similarly, JCDecaux’s global creative benchmarking study found that 70% of outdoor ads fail to move the needle, reinforcing the need for better creative execution. This isn’t just money down the drain; it’s a staggering waste of resources at a time when the industry’s environmental impact rivals global aviation.

In advertising, our currency is creativity. Yet, increasingly, creative decisions are driven by speed rather than strategic thinking. Short-term convenience is replacing long-term impact, and that comes at a cost – both creatively and........

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