The series needs a mass overall: new Bond actor, new Bond writer, new Bond producer.
Daniel Craig has been in two good movies, but I have always held that he's the anti-Bond. He's a dull, bitter, sexless antihero. There's nothing wrong with him being an antihero. But he's meant to be suave and hyper-sexual. Craig is as suave as a rusty nail and only cares about sex when he's cuckolding the villain to prove he's the alpha male. You couldn't be further away from 007 if you tried. The cards and alcohol are also missing in action.
They've had the same writer since Tomorrow Never Dies. It's clear he was never a fan of the things that make 007 who he is. I don't know why they keep using him. Bond doesn't have to be a chauvinist. It's better to leave that in the past. But he should be classy, he should be a romantic, and his movies should have an element of fun.
For the most part, Bond movies were cartoon shows for adults. It'd be more profitable to get back to that. And if you want to be dramatic, which has served Bond well in movies like Casino Royale and From Russia With Love, be dramatic. But be Bond. Don't be whatever the hell Daniel Craig is. It's like they rebooted the series with Red Grant as the star instead of Bond.