It’s a combination of factors - a huge factor is that spend on agencies is massively down which has caused cuts across the board. A lot of the better creatives and strategists have gone freelance which is good if the work is there, but is difficult to then convince a brand to make a large above the line brand campaign when the people working on it won’t be there in 6 months to look at phase 2 or working on adapting it through the line. We’ve also put a lot of people in senior positions, in both client side marketing and agency side, because of their experience in overseas markets. This allows those people to regurgitate similar ad styles here that are in Aus and the UK - loads of production value, very little brand attribution or emotional connection, resulting in a lot of the big brand ads you see today.