It’s been over-exaggerated and under-discussed for far too long – the nasty reputation young creative get in Adland. Words like ‘impatient’, ‘entitled’, even ‘arrogant’. They want the big opportunity on the big brief with the big budget. All on Day 1. They’re not prepared to do the hard yards on the unwanted briefs like we did (and are handling again, just quietly).

Like most clichés, it’s mostly crap.

It’s time to bury some falsehoods. In my experience, creatives in their mid-20s are some of the hardest working people I’ve ever met. I was reminded of this again recently when I saw just how many young teams had given up their weekend to do a proactive brief for AWARD. No cash prize. No trophy. No hint of a stroll along La Croisette in June. Just the promise that the best work would run.

And AWARD is not alone in exploiting their enthusiasm. Everywhere you turn there’s another association looking for proactive, pro bono, out-of-hours ideas from our young lions, young glorious, and young hatchlings.

Truth is, we don’t deserve them.

That’s because the big end of Adland, has been lying to young creatives for decades. Tell me if you’ve heard this one: “Join a global network there are opportunities to move globally. London. New York. Singapore. Somewhere else.” Has that ever happened to a creative? Seriously, has ever happened? Even once? I’ve worked in big agencies for over 30 years. I’ve never, ever seen it. Suits? Sure. Planners? Occasionally. Creatives? Never.

Then, just think about what the horizon looks like for young creatives. I’ve recently saw a futurists talk about AI eventually driving the value of everything to zero. Everything. Zero. It’s why Elon Musk is discouraging people in their 20s from saving for retirement. He believes that money is worth something now. By 2060, zero.

Plus, for far too long opportunities to get into the industry have been too few and too far between. The old-school start-in-the-mail-room path to the creative department path closed decades ago. The AFA ran a highly successful Graduate Program for many years. But not anymore. ADMA ran Creative School for more than a decade. But not anymore. There’s still the ‘rite of passage’ AWARD School – but too few make it through and often, they’re not the kids who stay long-term.

In fairness, a handful of agencies have spotted the problem and stepped into the breech. Ogilvy Goliath has had success in nurturing young talent – some of them now creatives. And, Dentsu Creative has just launched “DC3”. Three fresh, keen grads get their shot in strategy, client leadership and earned media. Who knows, maybe that’s just the springboard they’ll need to find their way into a creative seat. Let’s hope other agencies will start to carve off some dollars and hours to give young creatives a chance.

After all, we all started when someone gave us a chance.

Rob Morrison is a rarity in Adland – a grey-hair who’s still a working creative. He’s clocked up 5 years of op eds for The Stable. (5 years of fascinating insights and illuminating ideas: ed) He’s now senior copywriter at Dentsu Creative.

Here are two other opinion pieces from Rob:

Cover image by Filip Andrejevic