I risk sounding like a bad planner here. At least he ones that make  a trend out of a coincidence. Over the last decade I’ve watched creativity in advertising shift. Simplicity used to be king. It was the mountain all creatives attempted to scale. All over the globe you’d find creatives giving themselves aneurysms by trying to tell stories using as few words and pictures as possible. ‘Minimum means, maximum meaning’ as the great Abram Games put it. Why? Simple stands out more than complicated.Read more