In an era where consumer attention is more fractured than ever, the traditional "ad" is no longer the cure-all for a brand's woes.

This week, BBDO Worldwide's Nancy Reyes, global president and CEO, and Chris Beresford-Hill, global chief creative officer, join Campaign Chemistry to pull back the curtain on the agency's next chapter.

Following a whirlwind of acquisitions and industry shifts, the leadership duo discuss the much-needed evolution from "creative department" to "business partners." They dive deep into the necessity of upskilling talent for the AI age, the reality of dwindling brand loyalty and why the most successful creatives of the future will be the ones who understand the ins and outs of the client’s business.

The sound bite

"Creatives need to think beyond just making campaigns."

The key takeaways

Creativity should solve business problems, not just create ads.
Understanding how a business makes money is crucial for success in advertising, especially when working at ad agencies.
The future of advertising requires a blend of creativity and business acumen.
Brand loyalty is diminishing in a fragmented market.
Emerging talent should focus on being business-minded to thrive in the industry.

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Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.

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