At a recent event in Mumbai, Sudhir Sitapati, CEO of Godrej Consumer Products Ltd, reignited the debate on the decline of creativity in traditional advertising, stating that it has lost its edge compared to digital and performance marketing. He highlighted that while digital platforms are gaining traction, the essence of advertising lies in building brands and entertaining consumers. In contrast, Unilever, known for brands like Surf and Dove, is shifting 50% of its advertising budget to social media and influencer marketing, expanding its influencer network from 10,000 to 300,000 in just two years. Experts like Abhijit Avasthi and Sanjay Sarma agree that the current focus on performance metrics has led to a decline in storytelling quality in advertisements, with marketers prioritizing short-term results over brand equity. They argue that successful campaigns from the past were built on creativity and time, allowing brands to develop lasting connections with consumers. Sarma suggests that while influencer marketing is valuable, it should not replace the creative control necessary for effective brand messaging. The industry is urged to adopt a 'Make Advertising Great Again' approach, emphasizing the need for creativity and storytelling to complement performance marketing efforts.