Last week, I had the privilege of serving as a jury member for the MSA Awards. Over thirty teams presented their briefs, insights, executions, and results back-to-back. By mid-afternoon, a thought began to nag at me. It lingered throughout my drive home. It wasn’t disappointment; it was a mix of hope and a question I couldn’t shake. The Talent in That Room Was the Real Story Let me say this plainly: the calibre of media thinking on display genuinely impressed me. These young