Advertising is facing an uncertain future, one steadily eroded by the cost-cutting activities of procurement. This is because procurement places little value on the unfulfilled promises of creative agencies, that the next campaign will deliver growth.

Creative agencies need to find a new way to demonstrate and validate their ability to supply consistent, commercially effective work. The establishment of this lies not in the muse of creative inspiration, but in the development of science-driven output resulting in growth of market share, margin and category.