Declining TV impacts, the arrival of AI and, arguably, the ‘post-truth’ era of politics we now live in has been matched with the new ‘post-idea’ era in advertising. Much of what we see in a TV ad break is orientated towards performing now, it is mechanistic and low-concept, relying on trickery to suggest craft and care — but where's the idea? isobel Planning Partner explores the strength of the creative idea. Originally published by MediaCat.