Hardly a week goes by without one of the world’s largest advertising groups announcing a new merger or a move to cut jobs to become more efficient. Combined with the threat of AI, it’s safe to say that a career in advertising is no longer as secure as it once was. But is advertising still a viable career path for young people, and for how long?
Lesley John, managing director of Virtue APAC, says that even in the face of changes in the industry, a career in advertising remains an exciting option.
“Traditional roles may be changing, but new opportunities are emerging, particularly in areas such as creative technology and digital strategy,” she says. “For young people who are curious, creative and willing to continue learning, advertising offers not only a viable career, but a highly rewarding one.”
But while some remain optimistic, there are growing concerns that advances in technology could threaten future job security and make it more difficult to get a job in the first place. .
Sam Altman, CEO of OpenAI, the developer of ChatGPT, has previously said that their mission is to create a general purpose AI that is a form of AI with human-level abilities of planning, memory, and reasoning. He said that it is the development of artificial intelligence (AGI). AGI will handle 95% of what the advertising industry currently uses for agencies and creatives.
“This means that 95% of what marketers currently rely on for agencies, strategists, and creative professionals will be handled by AI almost instantly and at almost no cost,” Altman said. Ta. “AI could potentially test creatives against real or synthetic customer focus groups to predict and optimize results. Again, all free, instant, and near-perfect. Images, videos, campaign ideas? No problem.
“In the future, 50% of digital marketing jobs and positions will disappear and be replaced by the AI generation, digital employees, and in-house super assistants,” said Pan Fei, CEO of Blue Focus. I am. “Only the remaining 50%, who have better abilities than the machine and have creativity and imagination stronger than the machine, will be able to walk more firmly and competitively.”
BlueFocus, China’s largest marketing agency group, is already replacing human outsourcing with AI.
Where does that leave today’s youth? In addition to being exposed to competition from other candidates, they will be under additional pressure to compete with or outperform the AI to secure the job.
“Traditional advertising formats may be on the decline, but new and innovative formats are emerging,” said Carla Chen, HR manager at BBDO Beijing. “The advertising industry is not going away. It will continue to thrive because there is a constant need to communicate brands and products to consumers and that will always be the core of the advertising industry. Given this, why advertising? Will the industry not be able to survive?” What are the career paths for young people? ”
It’s true that advertising is rapidly evolving, but with that comes opportunities for new talent to shape the future of the industry, evolution experts predict.
“Our industry has faced paradigm shifts before, but what feels different this time around is that the pace of change is accelerating, which can feel unsettling and chaotic.” Tiffany Clark, head of human resources at Bullfrog, said:
“Companies that are willing to ride the wave of change will continue to thrive and evolve with the industry. Creativity is not going away. It is business models that will continue to change.”
How are agencies appealing to the young talent they seek?
As agencies increasingly seek to hire the next generation of talent with fresh ideas and perspectives, they must cater to a new generation that demands flexible working options and work-life balance, or else they will will be unable to do so and will quit their job.
According to a recent survey by Randstad, nearly 70% of Gen Z respondents said they would quit a job that required them to work in an office.
“As a Gen Z person myself, I feel qualified to speak on this subject,” says Lily Lo Russo, director of content strategy at Hogarth Australia. “You are speaking to the most empowered working generation ever, and as a result, many of the traditional ‘perks’ are now seen as the expected standard. Flexible working arrangements, including a smart balance of remote options and flexible working hours. It is no longer optional, but required and expected. ”
Purposeful work and leadership are two things that Gen Z values even more.
“It really appeals to us because it shows a very clear commitment to social responsibility and talent growth and development,” Russo added.
Every agency operates differently, but breaking away from rigid structures and giving people the autonomy they desire is a key element in appealing to younger talent in the industry.
“Treating your team members like adults and trusting them to make the right decisions about how to do their work is empowering,” says Virtue’s John. “We also make sure that we leave enough room for junior talent to step up and take the lead on agency initiatives and implement their ideas. It’s not just about giving them a job, it’s about giving them ownership and a say in the direction we take.” ”
Another thing Virtue has introduced is to set aside some time in the workday for people to be themselves.
“One example is the ‘I’m obsessed’ part of the Monday morning status meeting,” says John. “The last 10 minutes are taken over by a different team member each week to talk about what they’ve been into lately, whether it’s a hobby, a TV series, a new tech gadget, or anything else. It’s a fun way for people to express themselves. These changes are not perks, but part of a broader cultural shift that recognizes the need for freedom, creativity and personal growth in the workplace.”
Clearly things are changing, and government agencies are recognizing the need for change. It’s no longer just about offering perks like free snacks and gym memberships. New generations are looking for more meaningful work environments and growth opportunities.
Katya Obolensky, Managing Director of VCCP Singapore, said: “To meet this demand, we are focused on creating more flexible work structures and giving our teams greater autonomy. This means less rigid hierarchies and more opportunities for creative professionals to lead projects and innovate.” ”
Additionally, there is a focus on fostering a culture of continuous learning and development. The agency invests in training programs and works to create experimental spaces where young talent can grow and push the boundaries of creativity.
“Such an environment not only aligns with their desire for freedom, but also ensures that they are constantly evolving and staying ahead of industry trends,” Obolensky added.
After all, the advertising industry isn’t dying, it’s evolving. While automation and economic pressures pose challenges, in some ways there has never been a greater opportunity for young people.
“Being adaptable, agile, and multifaceted is all we have ever known,” Russo says. “We’ve had a mobile phone in our hands since we were born. We are digital natives. The future of the industry belongs to those who can adapt, innovate and deliver unique value in a technology-driven world. I mean, we’re literally digital natives.” That’s perfect. ”
