Swedish agency CEOs propose fixes after ad fatigue

Erik Årnell and eleven Swedish agency CEOs said Sweden could be world-leading as they outlined four fixes to break advertising fatigue, warning against "low-price anorexia" and tech-driven content churn.They urged elevating communications to a strategic business function, cleaning up KPI systems, fostering collisions between creative and technical competencies, and restoring the industry’s wavering self-confidence, following earlier calls from marketing experts to prioritise long-term creativity, personality and leadership.The combined recommendations echo sector moves such as Eve Lee’s Source Material, Substack’s integrated ad pilots, DTC platforms ShopMy and Condé Nast’s forthcoming Vette, and survey data from LTK and Northwestern showing 97% of 204 marketing leaders plan to increase creator budgets while creators shift into consultant and strategic collaborator roles.