Got problems. Of course you have. This is advertising 2026. So here’s some sane (and also inspirational) thinking from Rob Morrison – c/o the Disney, the company that created “The Happiest Place on Earth”.

” Has there ever been a more appropriate theme for advertising in 2026? Every day, every agency, everywhere across the world catches projects already on fire (where we didn’t light the fuse).

Too many conversations are starting with “We have no time, sorry.”. Or “We need to adapt the global done in (random different culture).” Or “They’ve spent half the time and budget on AI but it’s unusable.” Or even a recent favourite, “We need the script to sound shorter while adding 10 words.”

Hence: “It’s not our fault but it is our problem”

Ironically, that isn’t a quote from Adland. It’s from a client. Specifically Disney. Importantly, Disney don’t use it to generate ‘whoa-is-me’ sympathy with suppliers. They use it to enable their people.

Let me explain.

Any new starter at a Disney theme park attends Disney Institute Training. It sounds like Mickey Mouse in a medical gown applying shock treatment. Or worse. On the surface, it’s just another ‘Onboarding’ program. No doubt it starts with an awkward ‘getting-to-know-you’ exercise (where Goofy explains he’s a member of mensa).

It’s only when you scratch the surface you discover the Disney difference. New staff are empowered. They’re given authority to solve customer problems when they happen. They’re outlawed from saying “Sorry, there’s nothing I can do” or “I’ll get my manager”.

Weather turns nasty and rides shut early? Staff give out credits to get customers to return on a sunnier day. Child waits in line only to find out they’re too short to ride? Staff give them a fast pass for other rides they will be legal to ride. Child drops freshly bought ice cream? Here’s a replacement, no charge.

And it’s not just small favours.

Families used to forget where they parked in Disney’s suburb-sized carpark. At the end of a long day of sugar rushes, families were waiting for the carpark to empty to spot their station wagon. Not Disney’s fault. But, given it’s the last memory of their day, it was Disney’s problem. The answer was to track the location of the transfer train in the morning. Can’t find your car? What time did you arrive? Marry up the arrival time with the location of transfer train.

‘It’s not our fault but it is our problem’ has survived the Disney mega-growth agenda. It now owns Marvel, Pixar, ESPN, Lucas Films and National Geographic among other iconic brands.

Why has the attitude survived?

Because a problem well solved creates more loyalty than if the issue never occurred. We see opportunities lost all the time with banks, and telcos and airlines. Had a terrible flight experience? What if the airline upgraded you or comps you a free flight or lounge entry? Bank gets called out for not applying mortgage offsets? What if they delayed passing on the next rate increase for 6 months?

Then, you’ll forgive them. And tell friends.

So, how does that work in Adland? I reckon we’ve spent too long hand-wringing over the problem we inherit. The problem is the better story. Timelines too small. Budgets to tight. Clients too awkward. But what happened next? We produced a piece of work which went into the marketplace and changed minds or changed behaviour. Was it perfect? Usually not. But it always worked better than a blank page or empty screen. And that really should be celebrated.

Let’s own the answer. Whether we created the problem or not.

Cover image by Karla Hernandez on Unsplash