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I think it’s going to be a rough go for junior creatives. In the current climate across most agencies with teams being stretched super thin there isn’t much time to foster growth and mentorship, so the juniors who are not self starters will fall behind. They’ll just be churned and burned as interns.
I know someone who was a junior for over 4 years! She got a new job, as a junior again but they promoted her after a few months.
My advice is don't try and break into 'advertising'. Break into content marketing, creator management, programmatic display or any other new form of branded communication. The jobs are out there, but not in advertising agencies.
seconded
we’re gonna hire Allen Iverson.
Idk why every one is so scared about AI taking over the world. I mean he already did that in the ‘00-‘01 season and that was pretty sweet
As someone who has been trying to get into the industry since graduating over a year ago, I would say not good.
As others have said, it’s not a great outlook. Why? Fundamentally, it’s because the field is not really growing - and growth is the magical outcome that makes careers more viable and sustainable. Unfortunately, my sense is we are now in an era of permanent change in marketing services. In an era of “hyper personalization at scale”, AI & algorithms are simply going to become a bigger part of how marketing gets done. It’s the only way to get all the different “versions” of everything that is now required on the quick timing and costs that clients are willing to pay. Most pieces of communication last for only a short while in the market, so the investment in developing and producing them has to be super efficient. Some creative/media/experiential boutiques will always be hot and fashionable, but basically I see most organizations in our industry learning to do more with less people.
And the clients are expecting the “productivity increase” to be passed along in lower compensation. Agencies are starting to push harder on the notion of faster better outcomes should mean more profits for the agency, but clients have typically won those debates in the end. In AdAge it was reported recently that procurement people are now showing up at marketing and advertising trade conferences…yikes!!
While I obviously wish it were different, It has become harder (in the eyes of clients) in many cases for us to provide enough “added value” to support higher wages. For much of the advertising output, what once required legitimately “magical” writing or art direction or production skills can now be done well enough (at least by the standards of many clients) by many (or by AI) for less. While it is not exactly the same thing, this is what has happened to a lot of industries; lots & lots of companies can now make quality architectural designs, interior decorating concepts, pro level photography and graphics in short amount of time and very efficient cost.
Content creation is certainly not an easy path, but likely more promising than straight ahead “advertising”.
I feel for them. I broke in during early COVID, and that was brutal enough. At least then, the future of the I industry was in question - didn’t look as dark.