by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
button in toolbar for more information.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Please subscribe by clicking on the link to receive
Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : March April 2008
TH E INDU STR Y ANAGEOLD Sitting in the corner out of the sight of the accountant and desperately trying to outmanoeuvre the young up-start on Facebook, is the curmudgeonly creative. They could be grumpy because they’d rather be off sailing in the south of France than listening to the 25-year-old marketing director telling them, one more time, how to write an ad, but it’s more likely they’re aware of the clock ticking on their career. In Australian advertising when you reach a certain age – sometime around 45 – you are more likely to be put out to pasture than given the keys to the castle. Campaign Brief takes a closer look at an issue that has affected the industry since de-regulation - driven by slimmer budgets and tighter margins - and more recently accelerated by the onslaught of the digital age. IF YOU ARE 50, AND NOT IN CHARGE, then yes it is g oing to b e difficult, says Tom Moult, a f ormer award- winning cr eative who we nt o n t o start his own agency, an d is n ow gr oup chai rman of Havas in Australia. Not only are you looking for a higher s alary tha n some one younger, but so much advertising is youth-orientated that you a re s een as struggling to stay in touch. “I’ve seen a lot of older people in digital meetings going ‘yeah, cool’, and it is s lightly pa thetic beca use you know that deep inside they are thinking they’d rather have a major operation than talk about this inter- net stuff,” says Moult. Headhunters concede it is ge tting har der to p lace o lder cr eatives because of the perception they are not up to speed with the digital age. So, if you are at the peak of your career as a creative what do you do to increase your chances of longevi- ty? Those that have survived - to a lesser a nd great er d egree - hav e done one of the following: s tarted their own agency; worked as a con- sultant; gone freelance; made them- selves invaluable to a cli ent, who will t hreaten to leave if th ey do ; taken on a regi onal rol e; wo n a he ap of award s e ver y year ; or picked a network an d cl imbed the ranks to the very top job, and then hung on for dear life. Jack Vaughan, one of the ind us- try’s s talwarts, a former c reative director of The Campaign Palace in its heyday - who th en went o n to form his own shop, Principals and now freel ances, says he ’s al way s been aware, e ven when he was a young gun, that there was a ‘cult of youth’ in Australian advertising. “Could this simply be a sm all market pragmatism driven by slim- mer budgets and ma rgins? B uy younger people and you pay less; they’re often unencumbered and will put in more ‘fr ee’ hours? Or simply that there’s a perception of less work to go around? Other mar- kets like North America, Japan and the UK don’t seem to have the age bias. Th ey seem t o re spect, eve n revere, tribal elders . The genera - tions happily work side-by-side and learn from each other,” he says. John Bevins, who s tarted his own 14 CAM PA I GN B RIE F Vaughan: “Other markets like North America, Japan and the UK don’t seem to have the age bias. They seem to respect, even revere, tribal elders. The generations happily work side-by-side and learn from each other.” MARCH /AP RIL 200 8
January February 2008
May June 2008