A Good Brief Is Worth Protesting For - Featuring Insights from Tóth Andrea
At the second Kreatív Brunch in Budapest, five advertising experts came together to discuss the current state of originality in the Hungarian and global creative industries. While opinions differed, there was consensus that the industry faces a serious creative crisis - one that demands both content and structural transformation.
Tóth Andrea, Creative Director at Kastner, highlighted the creative potential of remixing existing ideas. In today’s overwhelming media landscape, she noted, the line between originality and subconscious inspiration is increasingly blurred:
“A flood of information hits us like never before; we instantly learn about new campaigns from across the globe. We don’t even know anymore whether a thought is truly original or something we subconsciously stored and later pulled out, thinking it was our own.”
She also questioned whether clients are truly prepared to embrace the discomfort that often comes with truly original ideas:
“Is there a client who would fund an idea that is completely new and makes them uncomfortable?”
Tóth addressed the structural challenges of traditional advertising, especially in comparison to the speed and authenticity of creator-led content on platforms like TikTok:
“Our industry isn’t prepared for the speed of today’s platforms. Brands can’t deliver authentic content within existing agency structures. Brands like Lululemon or Rare Beauty work directly with creators, which makes their content feel more truthful.”
When Telekom’s Szabó Béla called for a collective agency stand against weak briefs, Andrea voiced her support - but tempered it with realism:
“I’d happily join such a revolution - but I have no illusion that there will always be an agency that’ll take the job, even if it doesn’t meet the professional standards of creativity.”
Tóth Andrea concluded that the advertising industry isn’t just creatively stuck - it is structurally outdated. She advocated for a rethinking of collaboration, content creation, and storytelling, especially as younger audiences shift the standards of attention and engagement.
