In a recent piece for PharmaLive, Shaheed Peera, Global Executive Creative Partner at IPG Health, explores recent shifts in the advertising industry. From the use of AI as a creative partner and the rise of influencers to ghost campaigns, sustainability and more, Shaheed breaks down this shift and shares his thoughts on where the industry is headed.
“Let’s be honest: advertising has always been a bit of a chameleon,” Shaheed said. “It changes outfits with every new tech trend, cultural wave and Cannes Lions category. But right now? It’s going through one of its biggest personality shifts yet.”
