I get the feeling that everything is about to suddenly change. This industry is at an amazing tipping point and we’re at entering right at the center of it. Work today that is equally groundbreaking as it is engaging shows the very shift that the industry is taking that will lead us and our creativity into a completely new arena. Advertising from yesterday speaks for brands, but the advertising of tomorrow enables brands to take action that speaks for them. As we enter this stage we are coming closer and closer to a moment in which ad agencies can use their creativity for something more than a 30 second spot or wall installation. Advertising focused on brand action will not only make the world better but will make advertising better too. The most impactful work out there shows what brands are doing instead of merely what they are saying. They push brands to invent and create moments that are both generous + empathetic. They push brands to change the world - that is what people talk about on social media, what builds trust between brands and people, and ultimately what drives brand success. I’m excited to see the industry shift to render traditional advertising obsolete + push for active brands that thrive their business through making the world a better place.