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The advertising industry should be quaking in their boots right about now.

Because they are being intensely squeezed on all sides - creativity, content & distribution

And I'm willing to bet that most can't even see what's happening & how fast it's coming around the bend

On one side, you've got the Gen Z/TikTok creators who are making their own insane content with unrestricted imagination, limitless experimentation & platforms that can push it out to millions, making them an overnight success.


On the other side, you've got gigantic content & distribution powerhouses getting into the agency game, bypassing the industry players & offering brands everything they'd want & more, all tied up with a shiny bow.

That's right, please welcome Disney CreativeWorks

Then you've got brands setting up their own content studios, to create TV & film content

Shopify Studios set up to push the cultural narrative of entrepreneurship via docs & series…

The P&G push into scripted blockbuster slates, the first of which is 'Mars 2080'…

Then there's the publishers

Highsnobiety, Conde Nast Entertainment, Buzzfeed - all offering both creation & dissemination for brands, in a way that's tailored to the exact communities that they themselves know inside out, because they've built them.…

And then there's the new kids on the block, agency/hype hybrids that are native to the new behaviours & new algorithms, such as ATG (Against The Grain), 740 Project & Creed Media - cultivating the pipeline to new audiences with a sharp creative edge…

If this doesn't scare the living shit out of you, then it's time to slap yourself in the face because you need to wake up.

As the quote favoured by @nilsleonard goes, the woods are burning, there's a blaze going on all around.

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