How a marketer's need for certainty is redefining creativity

There’s a gaping disconnect between marketers and agencies that’s in danger of widening at a time when creativity plays second fiddle to distribution.
It’s a tired tension in the current business landscape, one that’s being stretched by a mismatch between the expectations of advertisers and the realities of agencies.
What’s fuelling that discord will be widely debated at Cannes Lions this week, particularly when it comes to the role of creative agencies now that dis