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AD AGENCIES, MEDIA & BROADCAST BECOMING CREATIVE AGEISTS?

Like a fine wine, some things only get better with age. We’ve all heard it before but in the case of creative roles (designers, art directors, producers, copywriters, etc). Age is highly undervalued and a lot of time it’s reflected in the output.

With the marketing industry shifting, more advertisers are bringing creative ideation and marketing production in-house, not only to have greater control and flexibility but also at a great savings compared with using an advertising agency. While smaller companies that can’t afford representation or dedicated staff often now work with a freelancer through staffing agencies to reduce costs.

For senior creatives that want to work on the client or brand side, this is wonderful. New opportunities that simply didn’t exist 10 years ago. The result however is causing a bit of an ageism in the broadcast, ad agency and media worlds. It’s no secret these industries are revolutionizing as digital pushes television cord cutters away from astounding amounts of potential ad revenue dollars.

As everyone is trying to cut costs, they are laying-off those with the most experience in favour of younger and let’s face it, cheaper creative production. Sadly it’s reflected in the work. I’ve seen some of the most basic af creative coming from huge names because they are hiring struggling agencies which focus dollars into sales and generally staff largely junior creatives that simple can’t offer the same range, skill, quality or speed.

I get it’s a numbers game but cutting costs on the creative end probably won’t be favorable in the longer term. These same agencies may find in the near future that the client company’s circumvents them because what you offer doesn’t compete with that of a senior creative producer. You’d think it would be obvious but creatives really do get better as they become more experienced.

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Commentary on article from Creative Review

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