Creative Trends 2024: Humor and Creators Will Lead the Way

Agency insiders tell us their predictions for creativity

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It’s that time when everyone weighs in on what they think the next year will have in store for us. The creative agency world is certainly no different, but its trends might be more difficult to predict.

Luckily, people at agencies around the globe with their collective fingers on the pulse of creativity have let us in on their predictions—AI was so prevalent a topic that we gave those predictions their own story. Some quotes have been edited for length and clarity.

Humor and emotion make a comeback

Paul Prato, executive creative director, PPK

The “humor embargo” will break. A



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