Creative production
Ads, video and photography produced in days, not months.
Creative production used to mean booking a studio. For most advertising it now means producing a large number of variants quickly and letting the platform find the one that works.
That changes what good looks like. A single polished hero asset is worth less than twenty honest ones testing different angles, because the winning angle is almost never the one predicted in the meeting.
Product photography is the exception. A catalogue lives or dies on whether the thing looks like what arrives, so that gets shot properly.