Are ad creatives becoming too specialized?

Over-specialization can lead to creative tunnel vision.

I’ve been thinking about this question a lot lately. It seems like most job postings these days, both for permanent employment and freelance projects, require experience within very specific segments.

There are times when you do want a specialist. If I ever need brain surgery, I certainly hope it’s performed by a neurosurgeon. And I hope that person has extensive experience performing the specific procedure. But what makes specialization such an asset in that case can actually be a detriment in advertising.