This is Ask a Millennial, where we ask our focus group of under-30 agency and brand employees one question, and trade anonymity for candor.
Every agency leader is worried about one big thing these days: Whether their talent going to leave, and where it’s going. With competition coming from tech companies, media and startups, knowing that your biggest asset could bolt any day isn’t the most comforting thought.
With millennials poised to account for almost half of the world’s workforce in four years, managers have to worry even more about this particular cohort sticking around, prone as they are to job-hopping.
This week, we asked our focus group whether they saw themselves in advertising in five years.
Male, 27, account
I want to stay in advertising, because I spent $75,000 getting a Master’s in it — don’t do what I did — but not doing anything boring. If I somehow get sucked back into pharma, I’ll definitely get out. I used to work at a music agency and let me tell you, the perks were fantastic. Free shows, backstage passes, festivals, you name it. And I love music, so the amount of work I had to do was never a deterrent. So if I’m working on something like that? Definitely. Otherwise, I’m getting an MBA, going client side, and letting y’all handle this shit. And yes, I realize the irony in working to create manufactured experiences and still wanting an authentic one for myself from the same beast.
Male, 25, strategy
Yes. I 100 percent see myself working in advertising in five years. It’s crazy how much the digital landscape has changed since I graduated college. I’m a bit of an ad geek, so I’m eager and anxious to see how the next five years play out and how brands and agencies adapt and react accordingly. It’s kind of part of the challenge that makes the industry so exciting in my opinion.
Male, 27, creative
I absolutely, without a doubt, see myself working in advertising in five years. I’m confident in saying I’ll still be working in advertising because it took me a long time to get where I am. I had to work on shitty creative, work at shitty agencies, and work for shitty creative directors, but now I’m here. I’m at an agency; I love doing work I’m proud of. We forget how good we have it sometimes. Bad briefs and bad clients and bad managers can leave us jaded, but there’s way more good than bad. We get to work in flexible, fun offices. We get to travel. We get to meet interesting people. We get to make things. We get to be creative. And we get paid for it.
Female, 28, copywriter
Nope. My job is basically going to be taken over by people even younger than me whose main responsibility is writing tweets for our clients. I sure as hell did not go to school to do that. As soon as I pay back my college loans, I’m out. I don’t know what I’ll do next. Maybe I’ll go client-side. There’s less kow-towing there.
Female, 26, account
It depends on the culture of the agency and if there is room to grow. If I’m at a startup where I’m passionate about the product and want to see it blossom, I can definitely see myself there for awhile. I also see the benefits of going to the client side as you have more control, autonomy and decision-making powers. There also tends to be better work-life balance, and if it’s a large-sized company, better benefits.
How gamers’ engagement with short-form video is changing
To better understand how modern gamers are engaging with short-form video, Digiday teamed up with Gamesight to pull key points from an exclusive report on gamers’ shifting video consumption preferences.
Inside SAG-AFTRA’s new deal with video platform Cameo
SAG-AFTRA and Cameo, the celebrity platform that connects talent and fans, have announced a new agreement that allows members to cover brand deals through Cameo for Business (C4B). Brands will be able to access more fan-favorite professional talent through SAG-AFTRA's health and pension plans.
Digiday+ Research: Extreme pessimism about the end of the cookie levels off among agencies
Agencies are still feeling out who they think the winners and losers will be as the end of the third-party cookie draws near, but they're doing so with notably less pessimism than they have in the past.
SponsoredHow agencies’ relationships with RMNs are continuing to evolve in 2023
This article is also available in Spanish. Please use the toggle above the headline to switch languages. Visit digiday.com/es to read more content in Spanish. Sponsored by Best Buy Ads As retail media networks proliferate, agencies are increasingly identifying RMNs as valuable opportunities for their brand clients as they seek quality audience data, meaningful reporting […]
Jose Cuervo Tequila celebrates UFC’s 30th anniversary with Kevin Holland, Stephen “Wonderboy” Thompson ads
Mexico-based Jose Cuervo, is the first tequila brand to be a direct advertiser of the UFC with spots featuring UFC fighters Kevin Holland, a Cuervo ambassador, and Stephen "Wonderboy" Thompson.
Benjamin Moore is using OOH near big-box retailers to say their paint isn’t there, encouraging people shop local
The 140-year-old paint brand wants to make sure people know that it is only available at local retailers.