In response to comments made by Jellyfish’s CEO during Cannes Lions, Goodstuff’s executive director of creative media fires back.

The more powerful technology becomes, the more valuable the human perspective becomes. The job of marketing isn’t just to process information, it’s to understand people.

As an industry, we are obsessed with efficiency. But what if the creation of brilliant ideas requires large dollops of inefficiency — the mull, the stare into space, the browse?