At our latest Hot Takes discussion, our Creative Directors/Co-Founders, Ivan Totev and Dimitar S. Stefanov, pulled back the curtain on the advertising world’s unspoken truths. It was time for a candid look at the missteps, misconceptions, and mistakes we all make in this industry.

Picture this: a client presentation, 384 slides of research, 50 people on a call. No one knows why they’re there. Everyone stopped listening after the first 10 minutes.

Why? To prove our work is credible. To show that behind every great idea are countless hours of effort. To convince them we’ve poured our hearts and souls into their project.

Is it the truth? Maybe. Maybe not. But it’s what they expect to hear.

We create long presentations not because we have to, but because we think we have to.

A great idea is only great if you can explain it to a five-year-old, right? Make it simple.

But in reality, it’s never that easy. We’re not just pitching to a client—we’re pitching to their boss, who then passes it along to ten more people, none of whom understand creative advertising. So, we overcomplicate. We add layers, make it sound bigger, heavier, more important.

Our industry rewards time spent over results delivered. It’s not about the output—it’s about the hours logged, the effort showcased.

So, here’s the real question: if there were stronger trust between agencies and clients, would things be different? What if, instead of pouring energy into 384 slides, we invested it in building real trust? Maybe then, we could ditch the endless word games and stop wasting each other’s time. Because at the end of the day, an idea will either resonate or it won’t—no matter how much bullshit we dress it up with.

A great idea should speak for itself. The real skill? Saying just enough.

Let’s refocus on what truly matters: Make it simple.

No amount of slides packed with meaningless research will change the true worth of an idea. And when an idea is solid, maybe it doesn’t need to be buried under a mountain of fluff. Maybe our real priority should be building trust between client and agency, unlocking true creative freedom.

It’s time to stop rewarding the number of hours spent—or faked—and start valuing the creativity that makes a real impact. Let’s give creative minds the space to create and wow us in ways only they can.

Less fluff, more brilliance. Let’s stop wasting time and start creating.