 Throughout 2024, I think we can expect tensions between activists and ad industry leaders to continue to rise. Independent creative agencies are really doubling down on outstanding creative and building their reputations as creative powerhouses. A new wave of creative leaders are telling me that they're starting to rethink their approach to recruiting, retaining and motivating creative talent. The two key forces impacting publishers, Cookies and Gen AI. But AI is creating problems for marketers too. Consumers can't be sure if what they're reading or looking at online is even real, and that means they're less likely to trust brands. We're going to see more consolidation, more bundles, more cross-pollination as linear and streaming get even messier. In 2044, more than half of the US will be non-white, and media and advertising are finally starting to reflect it. I think long-form video is coming to short-form platforms, so get ready and start training your brains.