Agency seniors, on top of the mountain — or over the hill?

“Advertising is a young person’s game”.

It’s a statement that, on the surface at least, is difficult to contest.

You only have to look at the facts. In 2016, Campaign Magazine reported that the average age of employees at all IPA member agencies was just 33, “a figure that has remained static since 2009”. This ultimately must mean that many experienced ad men or women will reach a certain age and find themselves with nowhere to go. AdWeek essentially confirmed this trend, asking its readers if ageism was an issue in the industry, receiving answers such as, “I’m a 45-year-old woman with 20 years agency experience who was laid off from my senior media position. I have been unable to secure even an interview, let alone a job, for four months.”

But why does this happen? Why does our industry simply give these people a hearty ‘thanks’, and then send them on their way? And probably the most important question; should it happen?

Well…Advertising is changing. Everybody knows it. This is the way it has always been and always will be; and it’s only going to change faster and faster. In 2017, advertisers spent more on digital communication (41% of the market) than on TV (35%). This may be the first time this has ever happened, but it certainly won’t be the last. And to succeed in this modern, digital marketplace, first, you must know it:

Trends, fashion, memes, health bloggers, reality TV, viral videos, pop music, internet challenges, youtubers. Who knows their way around the ever-evolving maze better than young people? No one, right?

You might not like to hear it, but you know what else young workers are… cheap. Advertising salaries have plummeted in recent years, as young starters are willing to work for anything to succeed in their dream career. Undoubtedly a tempting prospect for any employer to consider.

None of this, however, can possibly justify prejudice of any kind in our industry. An increasing reliance on internet advertising does not necessarily exclude all people over 50. Yes, it is fundamental that we change ourselves as the market changes. It is in fact, the key to the survival of any agency. We have to remain edgy, up to date, relevant. But knowledge of current trends is one thing; a diverse and experienced team is another.

Our latest campaign for Amplifon, illustrates this message exactly. The tag reads, “Old age is full of people who are simply not old. They are the new generation, and it’s time to listen to them.” Wise words, even if we do say so ourselves.

Experience is a priceless commodity when it comes to advertising. No agency, no matter how modern, can truly survive without those who know how the industry works. Those with years under their belt often know how to get to the heart of what an ad should say. Someone with the right experience can take a different view of the pitch, and often find the right message in days or even hours, whilst a young team may take weeks.

Furthermore, let us not forget what it is that these people have experienced. Before the birth of digital media, advertising was a source of pure craft and ingenuity. Who could watch a vintage spot from Apple, Stella Artois or Nike, and fail to see the love and craft that went into the way the ad looked, sounded and made the viewer feel? This is not to say that this kind of pure creativity no longer exists, but with the restrictions of digital advertising, it is certainly less frequent. Yet this is the kind of work that everyone dreams of, isn’t it?

There is an African proverb that says, “When an old man dies, a library burns to the ground”. It is critical for agencies to take in such lessons. Yes, any agency worker worth their salt must know their market. It is almost rule number one of the job. But this “Out with the old, in with the new” philosophy cannot be the sole answer. We must remember who built the industry into what it is today.

So let's start to shift how we view older people and break down the stigma around aging that our industry and society has. Here is a brand that's doing just that. I'll share the video for inspiration.