Meta advertising isn’t just big — it’s massive and still expanding. In 2025, Meta’s advertising ecosystem captured roughly 42% of all global social media ad spend — an estimated $87 billion — dwarfing ...

Creative, labeled as ‘non-working’ media, is responsible for driving 40-70 per cent of an advertising campaign’s performance, yet it has been deprioritised and undervalued. Global advertising spend is ...

In a previous post, the tenuous relationship between creativity and intelligence was explored. One of the studies cited demonstrated that an IQ score of around 100 was a necessary “threshold” for ...