Advertising Gets a Face-lift to Attract Young Talent | Adweek Advertising Gets a Face-lift to Attract Young Talent | Adweek
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Advertising Gets a Face-lift to Attract Young Talent

'Open Advertising' combats the negative connotations of the ad business
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The advertising industry is suffering from an image problem that threatens to make careers unattractive to new, young talent. As such, rebranding the industry for the younger set is no easy feat—and it was clear to the 4A’s and Arnold that traditional ads wouldn’t bring results for their new “Open Advertising” campaign. “We didn’t even think about it because we need a dialogue, not a monologue,” said Arnold CEO Andrew Benett. Instead, Arnold built a website that invites comments and user-generated videos, and the 4A’s is expanding its outreach to colleges. Adweek takes a closer look at how the initiative battles the (sometimes true) negative industry stereotypes. 

Image problem
Agencies are fiercely competitive, backstabbing and eat their young (thanks, Mad Men). “It is a cutthroat industry,” said Benett. “But I would almost argue, what industry is not today?”
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Arnold created videos for the "Open Advertising" site featuring 20-somethings talking about teamwork and will soon showcase campaigns borne of collaboration.

Image problem
Agencies invest little in training and mentoring staffers. The lack of training at all types of shops is a “fact of life,” Benett acknowledged. But, he said, “at least this is becoming much more of an ongoing dialogue in the industry.”
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The site will add white papers on best practices in staff training and case histories of stellar strategic thinking

Image problem
General market agencies aren’t as techie-friendly as digital shops.
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General market opportunities for technologists will be illustrated through the site’s job board postings and anecdotally via video profiles. When recruiting on campus, the 4A’s will go beyond ad schools to include MIT and Carnegie Mellon University.

Image problem
Jobs are scarce.
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A job board will be added to the site that will aggregate postings from a diverse cross-section of agencies. College students will be encouraged to enroll in multiple internships to increase their odds of being hired after graduation.

Illustrations: Bob Daly