Advertising is fragmenting faster than ever — but does that mean the big brand ad is dead? In this episode of Hard Refresh, host Andrés López-Varela is joined by Amber Martin (Founding Partner, Hypnosis), Dean Hunt (Founding Creative Partner, Chapter), and Mike Drysdale (Creative Strategist, Folklore) to map the future of advertising.
They debate whether creativity and craft can survive in a world of 584 formats, how agencies redefine their value beyond “outputs,” and if advertising can still lead culture — or if entrepreneurs and communities are now setting the pace .
In this episode:
// Creativity as the constant
Amber insists that amid budget splits and fragmented channels, big creative ideas remain the force that makes sense of it all and the glue holding brand building together.
// The return of brand platforms
Dean argues that we’ve come full circle: long-term brand thinking and human insight are back, and the best new work often feels “a bit nineties, in a good way”.
// Agencies out of the output game
Mike warns that commoditised outputs and AI are forcing agencies to reposition as problem-solvers, not producers. Amber backs this up, saying agencies that don’t elevate will be shortchanging their value.
// Big brand ads still matter – if crafted well
The Telstra “whistling” campaign and Bear Meets Eagle examples show that storytelling and craft can ripple across TikTok and TV alike when the idea resonates.
// Australian advertising’s edge
From the Matildas’ galvanising patriotism to Bluey’s cultural export, the panel explores what’s uniquely Australian about advertising that connects deeply with audiences.
// Who leads culture now?
Mike challenges the table: advertising isn’t leading culture anymore, entrepreneurs and communities are. The others argue agencies still have a role if they get out of their glass towers and reconnect with people.
This episode was recorded on the traditional lands of the Whadjuk Noongar people, live at State of Social ’25.
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