Is advertising still a viable career for young people?

Seldom a week goes by without one of the global advertising groups announcing a new merger or that they're seeking efficiencies by making job cuts. Combined with the threat of AI, it's safe to say that a career in advertising certainly doesn't offer the security it once did—but is it still a viable career path for young people and for how much longer?

Lesley John, managing director at Virtue APAC, says a career in advertising remains an exciting option even in the face of industry shifts.

“Traditional roles may be changing, but new opportunities are emerging, especially in areas such as creative technology, and digital strategy,” she says. “For young people who are curious, creative, and willing to keep learning, advertising offers a career that’s not only viable but can also be deeply rewarding."

Yet, while some remain optimistic, there is growing concern that advances in technology could pose a threat to future job security and even make landing a job in the first place that much harder. 

Sam Altman, CEO of OpenAI, the makers of ChatGPT, previously stated that their mission is the development of artificial general intelligence" (AGI), a form of AI that includes a human-level capability of planning, memory and reasoning. Altman has said that AGI will handle 95% of what the advertising industry uses agencies and creatives for today. 

"It will mean that 95% of what marketers use agencies, strategists, and creative professionals for today will easily, nearly instantly and at almost no cost be handled by the AI," said Altman. "The AI will likely be able to test the creative against real or synthetic customer focus groups for predicting results and optimising. Again, all free, instant, and nearly perfect. Images, videos, campaign ideas? No problem."

 

To that end, some agencies are already accelerating the shift towards AI employees and automation. The largest Chinese marketing agency group, BlueFocus, has already replaced human outsourcing with AI.

 

"In the future, 50% of digital marketing work and positions will disappear, replaced by gen AI, digital employees, and internal super assistants," said Pan Fei, CEO of Blue Focus. "Only the remaining 50% who outperform machines, with stronger creativity and imagination than machines, may walk more firmly and competitively.”

 

 

Where does that leave today's young? In addition to facing competition from other candidates, they will now have the added pressure of having to compete or outperform AI in order to secure a job. 

"While traditional forms of advertising may decline, new and innovative forms are emerging," says Cara Cheng, HR manager at BBDO Beijing. "The advertising industry will not disappear; it will continue to thrive because brands and products will always need to be communicated to consumers, which has always been the core of the advertising industry. Given this, why wouldn’t the advertising industry be a viable career path for young people?"

It's true that advertising is rapidly evolving, but with that, evolution experts predict there will come a chance for fresh talent to shape the future of the industry.

"Our industry has faced paradigm shifts before; what feels different this time is the accelerated pace of change, and this can feel unsettling and chaotic," says Tiffany Clark, head of people at Bullfrog.

"Those willing to ride the waves of change will continue to thrive and evolve with the industry. Creativity is not going to die, it’s the business models that will keep changing."

How agencies are appealing to the younger talent they want

As agencies are increasingly looking to recruit the next generation of talent with fresh ideas and perspectives, they will need to adapt to accommodate a new generation that want flexible work options and work-life balance, or else they'll leave their jobs without it. 

A recent survey by Randstad found that nearly 70% of Gen Z respondents said they would leave jobs that made them work in the office.

"As a Gen Z myself, I feel qualified to speak on this," says Lilli Lo Russo, content strategy director at Hogarth Australia. "You’re speaking to the most empowered working generation to date. As a result, a lot of the traditional ‘perks’ are very much seen as the expected standard. Flexible work arrangements, including a sensible balance of remote options and flexible hours, are no longer optional but essential and expected."

Purpose-driven work and mentorship are two additional things that Gen Z value. 

"Making it super clear on your social responsibility and your commitment to talent growth and development is really alluring for us," adds Lo Russo. 

All agencies operate differently but moving away from rigid structure to give people the autonomy they crave is an important element in appealing to younger talent in the industry. 

"Treating team members as adults and trusting them to make the right decisions about how they work is empowering," says Virtue’s John. "We also make sure there’s plenty of room for junior talent to step up and take the lead on agency initiatives or to implement their ideas. It’s not just about giving them tasks; it’s about giving them ownership and a voice in the direction we take as an agency."

Another thing Virtue has introduced is carving out little pockets of time in the workday for people to just be themselves. 

"One example is the 'I’m obsessed with' segment during our Monday morning status meeting," says John. "The last 10-minutes are handed over to a different team member each week to talk about their latest obsession—whether it’s a hobby, a TV series, a new tech gadget, or anything else. It’s a fun way for people to express themselves, get to know each other better, and even pick up some low-key presentation skills. These changes aren’t perks but part of a broader cultural shift that acknowledges the need for freedom, creativity, and personal growth in the workplace."

Clearly, the landscape is shifting, and agencies are catching on to the need for change. It’s not just about offering perks like free snacks or gym memberships anymore. The new generation is looking for more meaningful work environments and opportunities for growth. 

Katya Obolensky, managing director at VCCP Singapore, says: "To meet this demand, we are focusing on creating more flexible work structures and empowering their teams with greater autonomy. This means fewer rigid hierarchies and more opportunities for creative professionals to lead projects and innovate.”

Moreover, there's a strong emphasis on fostering a culture of continuous learning and development. Agencies are investing in training programmes and creating spaces for experimentation where young talent can thrive and push the boundaries of creativity. 

"This kind of environment not only aligns with their desire for freedom but also ensures they’re constantly evolving and staying ahead of industry trends," adds Obolensky. 

Ultimately, the advertising industry is evolving, not disappearing. While automation and economic pressures pose challenges, in some respects there has never been more opportunity for young people. 

"Being adaptable, agile and multi-faceted is all we’ve ever known how to be," says Lo Russo. "We’ve had mobile phones in our hands since we were born. We’re the digital natives. The industry's future belongs to those who can adapt, innovate, and offer unique value in a tech-driven world. So we’re literally perfect for it."