How to put the backbone back into advertising

Super Bowl has well and truly put the cap on a year of marketing industry turmoil. 
The fireworks were all in the game for a change, as the underdog Eagles soared to victory and their first ever win. 
Usually it’s the adfest and entertainment punctuating the game that make people sit up around the world. This is American football, after all. 
Not this year. The annual showcase for adland’s crème de la crème offered little more than a damp squib at the wee