by Faheem Chaudhry (@FaheemChaudhry) I’m sure some of you are familiar with a brilliant documentary called ‘Art & Copy’. It opens with an insightful musing by ad-legend Hal Riney:
“The frightening and most difficult thing about being what somebody calls a creative person is that you have absolutely no idea where any of your thoughts come from really, and especially, you don’t have any idea where they are going to come from tomorrow”.
It had me thinking. What Riney spoke about may well be the greatest challenge for ad-folk, and especially for young people entering the 
industry. There’s an air of uncertainty that comes with solving a new business problem with the right creative thinking. But I like to believe it’s also our primary driving force. Its unpredictable nature excites us, inspires us and is the reason that when the right ideas are born, they effect change in business to levels that other business services simply cannot reach.
There are many other challenges that we face as an industry. Without harping on, young people are up against it. In advertising change is our only constant. The staff turnover levels are higher than most other business services. Yet, when we look at the passion with which people dedicate themselves to a career in advertising, it’s fair to say that there’s something a little deeper fuelling why we chose this industry.
My belief is that we choose the ideas business because for most of us it is more than just a job. It fills a void in our lives that stretches beyond the 9-5. In it, we see purpose.
Much has been said about the trends and characteristics that filter through the millennial generation. The most impatient generation yet. The ‘me meme’ generation.The generation who enter the industry expecting the corner office in a few years. The reality that young people need to better climatise ourselves to, is that the journey to the top is a long slog. It always has been, and always will be. It requires a deep belief, an immovable desire, a creative streak and plenty of caffeine. But I believe it’s worth it.
This is why I think ad-grads are exactly where we’re meant to be:
Today isn’t tomorrow
I’m not talking about the latest 007 flick here. Let’s zoom out a little. Our role as an industry is to change people’s perceptions and buying behaviour towards our clients in the most imaginative, captivating and compelling ways. What a pleasure that is. If we’re honest, we’ve got it good. We’re tasked to have conversations with people. But the way people are engaging with brands is constantly changing, and therefore to stay relevant, we must adapt too. Very few industries find themselves in such a constantly shifting dynamic. It keeps us on our toes. We can never get too comfortable. We learn, and then relearn. It’s what makes being a young person in this industry so exhilarating.
It’s a truly you industry
In advertising, we’re paid to think. There’s no fail-proof formula to follow. Ideas that are generated, on the most part, are our own. As Hal Riney points out, we actually don’t really know where they come from. But now and then they feel absolutely, positively right for a client, and so we invest ourselves in them. Advertising is a creative industry that allows for personal intellectual property to be put to real purpose and use. That’s why we choose advertising. It lets us be us. It gives our thoughts a bigger purpose beyond the little space between our ears. And that’s actually pretty rad.
The backbone of business
The rate at which start-ups are being born, going through puberty and maturing is speeding up at the rate of knots. There are now more start-up millionaires than ever before. Constant connectivity has made resources that previously only larger organisations could get their hands on available to almost anyone. What’s the relevance of advertising to this? Differentiation and distinction becomes a critical pillar to success. Consumers are swamped with choices. The need for marketing to help businesses find their open space within their deepening competitor context will continue to be a critical need. We choose advertising because we want to move people. Move them to buy into values. The need to communicate the clear distinction of brand values is more important than ever before. We’re exactly where we’re meant to be.
Earth denting potential
At times, global advertising is scrutinized for it’s cultural relevance to different parts of the world. And sometimes a man jumps out of a capsule from outer space, captures the imagination of the world for half an hour and is broadcast on live global television. Those moments are about more than advertising. They’re about society and pop culture and shattering preconceived notions of what is possible. These moments shape the future.
And this industry has the ability to give life to these moments. To create them, implement them and watch them soar. We choose advertising in the hope that one day one of these moments will come from our thoughts. We are, exactly where we’re meant to be.
Yes we Cannes
One of the most memorable moments at Cannes last year was when Bill Clinton stood up and told the global ad-industry what an important role he envisions it playing in the decades to come. When talking about the global issues society will continue to face, he said: “We need people like you to fire our imagination and fill our brains as well as our hearts”. Creative ideas can break stereotypes, unlock barriers and drive mass awareness of real human issues. Modern communication can affect change. That potential is why we’re exactly where we need to be.
Conclusion
The ad industry may be one of the toughest for young people to get into and succeed in. But it’s also one of the most rewarding paths we could choose. My hope is that when things aren’t looking up; when that idea gets bombed, when that client leaves the door, or when you don’t get the promotion you’re hoping for, zoom out. Look at the opportunity for fulfilment this industry provides us as young people. There’s no other like it. And that’s why we choose advertising. That’s why we’re right where we’re meant to be.
– Faheem is a passionate marketer at M&C Saatchi Abel. With a focus on the future, his aim is to better entrench the importance of creative thinking to solving critical business problems.
– Industry news you’ll make time for. Sign up for our free newsletter!