The idea is more important than ever. 2017 was a milestone year, For the first time ever advertisers spent more on online advertising than they did on broadcast ads. Unfortunately, along with the decline of broadcast there is an accompanying erosion of the understanding that producing great creative is a challenging discipline worthy of focused investment. And that’s a problem, because it’s no easier today to come up with a great idea then it was 20 years ago.  Article: Broadcast Advertising Is No Longer King as Ideas Are More Important Than Ever.