Mark my words, 2017 will be the year of the creative. It won’t be the year of creative “work,” mind you. The creative product is going to suck like it has never sucked. No, this year will finally be the year when you and me and everybody we know will have “creative” in their title. And my proprietary handheld projection device indicates that by the end of 2017, 98-99 percent of industry people with “creative” in their title will have never created a creative ad, of any kind, ever, in their life, and never will.