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The shortage of digital talent in advertisingBy Brian Morrissey
It might seem like doom and gloom on the jobs front in the ad industry, but there are some who are still in demand, notably digital talent. Check out the jobs sections of shops like R/GA, AKQA, Organic and others, and you'll find dozens of openings. MDC Partners organized an Advertising Week panel to shed light on the difficulties agencies have in recruiting and retaining digital talent. The biggest problem, according to participants: Techies aren't that crazy about going to work in agency land as opposed to startups or tech giants like Google. "There's a talent pool out there, but they're in spots we're not looking," said Darren McCormick, digital agency cultural lead at Microsoft. Instead of ad schools, these app developers are as likely to learn the tricks of the trade during Mountain Dew-fueled coding sessions in dorm rooms, added Scott Belsky, CEO of creative talent network Behance. This is a problem even for the hottest of agencies. Jeff Benjamin, executive creative director at Crispin Porter + Bogusky, said recruiting these individuals involves more than padding salaries. It's about making advertising a cool and rewarding career choice. "The question is, How do you position the agency as something exciting for these guys?" he said. Even with next-generation ad schools like Sweden's Hyper Island, agencies aren't belles of the ball. Instead, the biggest demand comes from "traditional network agencies," according to Mattias Hansson, CEO of Hyper Island, yet that's among the least appealing options to students. Benjamin spoke to us after the session (see above) about the talent shortage, how to overcome it, and what's the one question he asks everyone he interviews. |
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September 23, 2009 in Recruiting | Permalink |
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Adland has really has to ask itself this question: what intelligent, ambitious kids really want to put themselves in a position where they have to answer to a bunch of moronic minions who know less than they do?
What kids want to spend their days making a bunch of flashing, postage stamp size display ads?
The fact is, 95% of digital advertising is just a virtual form of signage, direct-mail, and other forms of below-the-line garbage.
Sure Droga 5 and CP+B knock it out of the park every so often. But let's not kid ourselves.
If young'uns want to put their skills to good use, and create cool things, it's helluva lot less likely to happen in an ad agency.
Posted by: Putney Swope | Sep 24, 2009 7:50:00 AM
I spent 20 plus years in advertising, much of it at one of the agencies in this piece. The hard part is convincing some kid that working 18 hour days, 6 days a week, is a life worth living. Not knocking it, but now that i am no longer in the ad biz, I regret having lost so much of my life to my job. It is is true, very true, nobody's last thought on their death bed is "I wish i had spent more time at the office."
That said, we did have some fairly humorous late nights at the old office on south bayshore. Like the time one of the other copywriters hung a bedsheet from the balcony which read 'help, being held hostage, call 911". And somebody did. Hilarity, and a SWAT unit, ensued.
Posted by: The Guy With the Beagles | Sep 24, 2009 2:08:15 PM
Couldn't agree more with the comments above. The majority of the players in Adland have this "we own you" attitude. Don't you get it - the geek coders you mention don't want to be part of that. The best in the biz get the most pleasure out of jailbreaking iPhones and coming up with the next big thing for Google. Not hang out with with douchbags in trendy hairdos and designer jeans.
Posted by: Curry Oma | Sep 24, 2009 2:32:38 PM
I'm a Creative Director for a 70 person interactive shop and think that Mr Benjamin is missing the points, although the commenters seem to get it :)
Ad agencies are overall very arrogant and naive in their understanding or what interactive is. Most see it as a small part of the advertising space, but in reality it is much larger than advertising and it's needs. Combine that with the fact that online technologies are advancing at a pace that few people can keep up with who aren't engaged with them daily, and you see why advertising continues to fall further behind.
The life / work balance issue is the biggest problem. Agency processes and service policies are just incompatible with the complexities that exist when developing leading edge materials.
The most talented people I see on both the technical and creative side of interactive are simply unwilling to work 60 hr weeks to service a client needs / whims. And they certainly aren't interested in working late because their peers don't understand what they do.
Posted by: Bob P | Sep 24, 2009 3:56:08 PM
No equity, long hours, lower pay and less control. Crispin sounds awesome. I am also confused why smart people would rather work at Google than there?
Posted by: Greg | Sep 24, 2009 4:05:52 PM
well, benjamin, the comments are reflective of the angst and perception of..."the agency" -- and if you've read this far, call me, because i'm up for working with you at CP+B...because of one thing: you still value most of all the strategic gut of things, the idea, the story that has to be told...before creating the way the story will be told and shared and evolved socially - jan zlotnick, Strategic-Creative Guy, NYC...http://www.janzlotnick.com
Posted by: jan zlotnick | Sep 24, 2009 6:05:33 PM
I wouldn't work at an agency full-time. The mentality is too corporate despite how cool they pretend to be. The work you do in an agency is too compromised, and the money is not as good as they make you think.
Posted by: A Tech | Sep 25, 2009 8:14:39 AM
There is a great new digital program in Boulder - check us out. Hyper Island will be here in October too. http://bdw.colorado.edu
Posted by: Allison | Sep 26, 2009 2:56:10 PM
A shallow business run by shallow people. No wonder why he can't find real talent in a recession?!
This dude is the ECD and manages million dollar ads and client campaigns and he cant find talent? Crispin is a known sweatshop, filled with ultra college frat boys who think they get it. He clearly doesn't.
Good luck jeff!
Posted by: shallow | Sep 26, 2009 2:59:16 PM
A shallow business run by shallow people. No wonder why he can't find real talent in a recession?!
This dude is the ECD and manages million dollar ads and client campaigns and he cant find talent? Crispin is a known sweatshop, filled with ultra college frat boys who think they get it. He clearly doesn't.
Good luck jeff!
Posted by: shallow | Sep 26, 2009 2:59:17 PM
@Bob P: Ad agencies get the most they can out of you very very quickly. Creative jobs at top agencies are simply not sustainable because employees suffer from burn out very quickly.
If not burn out, then at the drop of a hat, employees get tossed.
I mean seriously, how many people do you know that have stuck it out (for a decent amount of time) at one or two agencies?
Here's a simple question to ask if you interview at an ad agency: "Are you willing to sign a contract for an employment period of three years?"
Posted by: Curry Oma | Sep 26, 2009 3:31:48 PM
@Bob P: Sorry about misread, my comment was directed at Greg.
Posted by: Curry Oma | Sep 26, 2009 3:45:34 PM
