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Opinion

WPP’s new CEO has an extraordinary CV. But Rose’s appointment signals a deeper crisis in advertising: the people running it no longer believe it’s a creative business.

Saying no or goodbye is hard. But to build a resilient, high-performing agency fit for growth, you have to be courageous enough to enforce a client filter. 

When advertising experiences dehumanise, the data we get back from them is equally shallow. So we optimise for the wrong things and stop connecting with people.