[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fwhy-creative-is-the-answer-to-the-ad-crisis":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":346,"breadcrumbs":347,"reading_minutes":169,"category":355,"head":357},"2026-04-09T14:15:19",{"rendered":6},"\n\u003Cp>The advertising landscape has been rapidly changing for years. Creatives have constantly had to adapt to new platforms, new trends, and new rules. But something has shifted more fundamentally recently, and it’s worth calling out: We’re in a creative crisis.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"why-ai-generated-content-is-creating-ad-blindness\">\u003Cstrong>Why AI-generated content is creating ad blindness\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>AI-generated ads have flooded every feed with content that is faster, cheaper, and increasingly indistinguishable, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.ana.net\u002Fmagazines\u002Fshow\u002Fid\u002Fnews-2025-07-18-gen-ai-for-video-ads\">with one-third of ads claimed to be generated by AI\u003C\u002Fa>. At the same time, brands are pouring more budget into conversion metrics and are losing sight of what their audiences actually need. As a result, customers have developed a new kind of ad blindness, not just ignoring bad ads, but all ads. \u003C\u002Fp>\n\n\n\n\u003Cp>Those ads that are noticed are blurring together, lacking the distinctiveness or identity that makes anything stick. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fnielseniq.com\u002Fglobal\u002Fen\u002Fnews-center\u002F2024\u002Fniq-research-uncovers-hidden-consumer-attitudes-toward-ai-generated-ads\u002F\">Nielsen research\u003C\u002Fa> warns that AI content can have a detrimental effect on brand equity. Audiences are incredibly sensitive to AI content, with consumers intuitively identifying almost all AI-generated ads. Therefore, key customer attention is lost, whilst they subconsciously determine if an ad is real, pulling attention away from the main message and reducing brand recall. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"performance-ads-are-the-new-cold-calling\">\u003Cstrong>Performance ads are the new cold calling\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Performance ads are becoming the new cold calls. Driven by the data of what has worked in the past, not what will engage in the future. And in this short-termism, we’re quietly eroding the very thing that makes advertising work in the first place, trust and familiarity. The outcome? Customers who are harder to convert, and stakeholders demanding greater returns. It is often a no-win situation for marketers.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>The antidote isn’t more AI, it’s more human storytelling. \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>The brands cutting through aren’t only doing it with smarter targeting or faster production. They’re doing it by showing their audiences that they don’t just understand them — they relate to them. Storytelling, brand character, and emotional resonance are what separate forgettable brands from ones people actually choose.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"take-a-long-term-view-of-performance-ads-with-human-storytelling\">\u003Cstrong>Take a long-term view of performance ads with human storytelling\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Great \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fcreative\u002F\">creative\u003C\u002Fa> doesn’t\u003Cem> just \u003C\u002Fem>convert. It compounds. Every pound invested in awareness-level storytelling builds brand equity that makes future campaigns work harder. But in the rush to show stakeholders short-term results, that upper-funnel investment is the first thing cut — and that’s where the cycle begins. We need to stop rewarding short-term reassurance over long-term impact. According to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmaynardpaton.com\u002Fwp-content\u002Fuploads\u002F2019\u002F12\u002FSYS1-long-and-short-of-it.pdf\">IPA data\u003C\u002Fa>, the ideal split is about 60% of your budget should be focused on long-term brand building, and 40% on short-term activations.\u003C\u002Fp>\n\n\n\n\u003Cp>Creative isn’t a metric, and it isn’t just a targeting mechanism on social. It’s an ecosystem, the infrastructure that the whole performance engine runs on. Performance ads without storytelling are just noise. Without it, you’re renting attention rather than earning it. And renting attention will always cost you more in the long run.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>The\u003C\u002Fstrong> \u003Cstrong>m\u003C\u002Fstrong>\u003Cstrong>arketing funnel is collapsing under “best practice”\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>The traditional funnel model has started to collapse under the weight of this crisis. Our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fthe-hidden-cost-of-best-practice-in-performance-marketing\u002F\">obsession with best practice\u003C\u002Fa>, what stage of the funnel are we at, what’s the objective, has become one of the biggest creative limitations we’ve placed on ourselves. The ads that are working aren’t rigidly following funnel rules. They’re building brand worlds with storytelling and then converting within them. Ads that say more to a customer than ‘buy now’, and speak more to their intrinsic needs. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-future-of-converting-ads\">\u003Cstrong>The future of converting ads\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>We got rid of cold calls because they stopped working. The era of performance without brand is ending for the same reason. The brands that recognise that now are the ones who’ll still be converting when the rest have burned through their audiences. \u003C\u002Fp>\n\n\n\n\u003Cp>If your paid media is hitting a wall, your budget is skewed too far towards performance, and you need a campaign designed for both the short and long-term, then \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">contact us today\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fcreative\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FCreative-Strategy_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30125\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>",false,"standard",[10],290,[],[13],346,[15,16,17,18,19,20,21,22],"post-37845","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-creative",{"page_content_modules":24,"hero":165},[25,124],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"Performance without soul: Why creative is the answer to the ad crisis",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},186,"\u002Fabout\u002Four-team\u002Fimmy-fox\u002F","Immy Fox","Associate Director, Head of Creative","With over 8 years of experience in the creative industry, I’ve had the opportunity to work both agency-side and in-house, starting as a graphic designer and growing into my current role as Associate Director, Head of Creative.","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FImogen-Sheppardson.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":34,"full_bio":38,"specialist_service_links":39,"photo":68},"\u003Cp>Associate Director, Head of Creative. Joined Impression in April 2024.\u003C\u002Fp>\n\u003Cp>With over 8 years of experience in the creative industry, I’ve had the opportunity to work both agency-side and in-house, starting as a graphic designer and growing into my current role as Head of Creative. In recent years, I’ve led global in-house creative teams to create impactful advertising campaigns. Over the years, I have honed my expertise in performance marketing, advertising campaigns, art direction, and brand development.\u003C\u002Fp>\n\u003Cp>The team works on a huge range of projects across our clients, so no day is ever the same. One day we’ll be creating video content for a performance marketing campaign and the next we’ll be designing artwork for venue branding. The team works across a diverse range of projects, from rolling out artwork to shaping brand identities.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something I am proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nBack in the day, I used to play Lacrosse for Scotland.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nYou’ll find me enjoying country side walks & eating lots of good food with some nice wine.\u003C\u002Fp>\n",[40,58],{"page":41,"link_text":46},{"ID":42,"post_author":43,"post_date":44,"post_date_gmt":44,"post_content":45,"post_title":46,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":49,"to_ping":45,"pinged":45,"post_modified":50,"post_modified_gmt":50,"post_content_filtered":45,"post_parent":51,"guid":52,"menu_order":53,"post_type":54,"post_mime_type":45,"comment_count":55,"filter":56,"url_path":57},23849,"98","2023-07-26 15:54:18","","Creative","publish","closed","creative","2025-10-30 09:23:35",33,"\u002F?page_id=23849",0,"page","0","raw","\u002Fdigital-marketing\u002Fcreative\u002F",{"page":59,"link_text":67},{"ID":60,"post_author":43,"post_date":61,"post_date_gmt":61,"post_content":45,"post_title":62,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":63,"to_ping":45,"pinged":45,"post_modified":64,"post_modified_gmt":64,"post_content_filtered":45,"post_parent":51,"guid":65,"menu_order":53,"post_type":54,"post_mime_type":45,"comment_count":55,"filter":56,"url_path":66},108,"2020-12-16 14:36:55","Digital Marketing Strategy","strategy","2025-10-29 17:34:16","\u002F?page_id=108","\u002Fdigital-marketing\u002Fstrategy\u002F","Strategy",{"ID":69,"id":69,"title":70,"filename":71,"filesize":72,"url":73,"link":74,"alt":45,"author":75,"description":45,"caption":45,"name":76,"status":77,"uploaded_to":53,"date":78,"modified":78,"menu_order":53,"mime_type":79,"type":80,"subtype":81,"icon":82,"width":83,"height":84,"sizes":85},33328,"Imogen-Sheppardson","Imogen-Sheppardson.png",424730,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FImogen-Sheppardson.png?auto=compress%2Cformat&q=90","\u002Fimogen-sheppardson-3\u002F","12","imogen-sheppardson-3","inherit","2025-05-29 11:57:09","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":86,"thumbnail-width":87,"thumbnail-height":87,"medium":88,"medium-width":89,"medium-height":90,"medium_large":91,"medium_large-width":92,"medium_large-height":93,"large":94,"large-width":95,"large-height":96,"1536x1536":97,"1536x1536-width":98,"1536x1536-height":99,"2048x2048":100,"2048x2048-width":101,"2048x2048-height":102,"post-thumbnail":103,"post-thumbnail-width":104,"post-thumbnail-height":105,"12_col":106,"12_col-width":107,"12_col-height":108,"default_landscape":109,"default_landscape-width":110,"default_landscape-height":84,"default_portrait":111,"default_portrait-width":84,"default_portrait-height":110,"6_col_and_margin_short":112,"6_col_and_margin_short-width":104,"6_col_and_margin_short-height":108,"11_col_and_margin":113,"11_col_and_margin-width":114,"11_col_and_margin-height":108,"9_col_rectangle":115,"9_col_rectangle-width":116,"9_col_rectangle-height":117,"11_col":118,"11_col-width":119,"11_col-height":108,"staff_image_696_600":120,"staff_image_696_600-width":83,"staff_image_696_600-height":84,"rectangular_thumbnail":121,"rectangular_thumbnail-width":122,"rectangular_thumbnail-height":123},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FImogen-Sheppardson.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FImogen-Sheppardson.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FImogen-Sheppardson.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FImogen-Sheppardson.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FImogen-Sheppardson.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FImogen-Sheppardson.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FImogen-Sheppardson.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FImogen-Sheppardson.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FImogen-Sheppardson.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FImogen-Sheppardson.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FImogen-Sheppardson.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FImogen-Sheppardson.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FImogen-Sheppardson.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FImogen-Sheppardson.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FImogen-Sheppardson.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FImogen-Sheppardson.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":125,"reduced":27,"top_overlap":126,"bottom_underlap":126,"disable_observer":-1,"heading":127,"cta_text":128,"cta_link":129,"items":130},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[131,142,154],{"type_key":16,"title":132,"excerpt":133,"to":134,"postedAt":135,"readingTime":136,"image":137,"authors":138,"category":140},"The Power of Creative in Performance Marketing","\u003Cp>Now is the marketer’s call to action! It’s been found by multiple companies, such as Nielsen, Kantar and Google, that advertising effectiveness can depend on the creative by up to 70%! This, combined with the 4,000 ads we see every day on average, your ad needs to be one of the rare 16% that gets […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-power-of-creative-in-performance-marketing\u002F","2025-12-12T09:23:43",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F11\u002Ffabio-spano-2J_QIuQg9zk-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[139],{"name":33,"image":36},{"to":141,"name":46},"\u002Fblog\u002Fcategory\u002Fcreative\u002F",{"type_key":16,"title":143,"excerpt":144,"to":145,"postedAt":146,"readingTime":147,"image":148,"authors":149,"category":153},"AI + Creativity: How AI can help (not hurt) your brand","\u003Cp>AI is reshaping how brands create. Brands can do it faster and more efficiently than ever before. It can generate ideas, produce content, and deliver campaigns at a scale that was unimaginable just a few years ago. But here’s the catch: AI isn’t human. That doesn’t mean we should fear it or avoid it. Used […]\u003C\u002Fp>\n","\u002Fblog\u002Fhow-ai-can-not-hurt-your-brand\u002F","2025-09-24T16:39:59",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fgoogle-deepmind-pLh_n9pnRhw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[150],{"name":151,"image":152},"Jean Tran","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002FJean-Tran.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":141,"name":46},{"type_key":16,"title":155,"excerpt":156,"to":157,"postedAt":158,"readingTime":147,"image":159,"authors":160,"category":164},"Balancing AI-Driven Optimisation with Human Creative Control [Video]","\u003Cp>Join marketing experts Claire Elsworth and Immy Sheppardson as they discuss how to strike the perfect balance between technology and creativity for powerful, authentic campaigns. In this video, you’ll learn: Transcript Immy Sheppardson: AI has huge possibilities, especially if you have small budgets or limited time. 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