If you’re early in your creative career then this will come as a shock. You might need to sit down before you read any further. Ready?
Your career will peak.
I know, I know. When you’re young, all you can see is ambition. The mountain in front of you. You occasionally look down to see the hurdles flying under your toes and the rivals you’re passing left and right but mostly, you’re looking up. The focus is the mountain.
But the day will come when you’ll realise you’ve gone as far as you can in this silly business. It might be you shoot to the top in a few short years. Or it might be a slow and steady climb. I’ve seen both extremes and every shade between.
The weird thing is, you’ll probably know the exact moment it happens. For me, it was just after midnight on 29 June 2015.
Oddly specific, but I know the date and time because it was in Cannes – not as a winner, as a judge. Judging at the Lions is like living someone else’s life. You’re met at the airport by a driver – complete with a little sign with your name on it. You stay in the best hotels. Fed and watered in style. Everything you’d expect from Adland’s biggest festival.
The 20 members of the Direct Lions jury had been staring at the world’s best work for 5 days. Intensely staring. Now, it was late. Very late. We’d just ended a 4-hour heated discussion, trying to decide between two worthy Grand Prix winners. We were a hung jury.
At midnight we took a break and I went for a walk. While staring into the darkness of the Cote D’Azur, I decided to switch my vote and convince others to join me. I’m not going to share what I said but I pitched to 19 of the world’s best creatives and within five minutes we had a confirmed winner. I knew I would never, ever do that again.
So, how do you make sure you’re in good shape for when you’ve peaked? Here are five pieces of hard-learned advice:
1. Say ‘yes’ more often.
Late in your career you’ll have opportunities you simply never get in your youth. Guest lectures. Media interviews. OpEds. I try to say ‘yes’ to it all – even if I’m a bit intimidated. Recently I recorded a voice-over with a legend of Sydney radio. Someone I never thought I’d meet let alone work with. As a young creative I’d have been too overawed to speak to him. Late in my career, it didn’t matter.
2. Focus on giving back.
The race to the top can bring out the selfish side of even the most angelic human. Try as you might to avoid hurting anyone, there will be collateral damage. People whose toes you stood on. Peers whom you elbowed out of the way. Plus, you need to remember the mentors who backed you and picked you up when you stumbled. The people who helped. Late in your career, it’s your turn to pay it forward.
3. Refresh your perspective.
I’ve written a previous OpEd on how to make the most of freelancing. What I didn’t mention is how it changes your point-of-view on the industry. You’ll work with big agencies and small. Established clients and start-ups. Brand literates and novices. You’ll suddenly realise that gong winning work often isn’t business-building advertising.
4. Explore your side hustle.
Most of us have a passion project. Something that’s picked up once a year – often in the long break over Christmas. Try to put your side-hustle front and centre. There’s some extraordinary talent hiding in the junior ranks of most creative departments. In my career, I’ve seen an art director move on to writing and directing feature films. Another art director is now a fine artist specialising in his own brand of Maori imagery. A copywriter friend had a talk show. There are illustrators, animators, novelists. I even know an amateur wrestler.
5. Rediscover your fundamentals.
Most of all, remember why you got into the industry. To problem solve. To create. To take something complicated and make it simple. To take something ugly and make it beautiful. To see an ad you created go live. To have it quoted back at you by friends who didn’t know you created it.
Remember those five little tips and, no matter when you peak, you can enjoy the ride down the other side.
Rob Morrison is a rarity in advertising – a grey-haired creative. Rob’s experience includes time as a creative director at Ogilvy, BWM (now BWM Dentsu), George Patterson Y&R (now VMLY&R), Campaign Palace and Wunderman. He now runs his own consultancy – morrison.collective.
Here are two more opinion pieces from Rob Morrison:
