I've often noticed in looking at portfolios and looking at work and looking at TV commercials and print in magazines that something rotten is happening in the state of advertising.
Ads (a word I'm using as a catchall for marketing communications) seem to be no longer about creativity--in the sense of doing something unique, original and unexpected. Ads, in order to survive the onslaught of billability people, account people, production managers, small-minded bosses, clients and clients' wives, must look and feel like something we've already seen. Ads must look like ads or they don't get produced.
Today we are less creativity.
More about imitativity.