Advertising has long been considered a young person’s game, an industry built on late nights, rapid trend cycles, and an obsession with what’s next. Creativity thrives on energy, reinvention, and disruption, all of which are often associated with youth. But as agencies race toward the future of advertising, a crucial question lingers: where do the veterans fit in?
For decades, agencies have romanticized youth as currency, the ones who live and breathe TikTok, the ones fluent in every new social platform before clients even hear about them. The hunger for fresh ideas and digital-first thinking is understandable. But in this relentless chase for the next wave of creatives, the industry risks sidelining one of its most valuable assets: experience.
The silent fade-out: Is ageism real in advertising?
Ageism in advertising isn’t always obvious. It’s rarely about explicit layoffs or forced retirements, it’s more subtle. It manifests in: The gradual shift from leadership to “advisory” roles, where experienced professionals find themselves increasingly removed from decision-making. The culture of burnout, making it nearly impossible for many to sustain long-term careers.
The quiet disappearance of senior creatives from the actual work, as brands and agencies prioritize trend-driven content over long-term storytelling.
The advertising industry often values speed over sustainability, and in this race, those with experience can sometimes be seen as less adaptable. When an industry is built around the latest platform, meme, or viral moment, those who have spent 20+ years perfecting storytelling, strategy, and brand-building can be perceived as out of sync.
But that perception is flawed.
Advertising isn’t just about what’s next. It’s about what lasts. And to create work that stands the test of time, we need the people who have been there, done that, and still have more to say.
Why advertising needs its veterans
Creativity isn’t just about knowing the latest trends but how people think, behave, and connect with brands over time. That knowledge doesn’t diminish with age; it deepens.
Veterans in the industry bring something irreplaceable: perspective. The ability to anticipate shifts, build brand legacies, and see beyond short-term hype cycles is a skill, not a relic.
They’ve witnessed: The rise and fall of ad trends, from flash mobs to guerrilla marketing to influencer fatigue. The evolution of consumer behavior, not just in one generation, but across multiple. The importance of long-term brand equity, not just short-lived engagement metrics.
While Gen Z creatives might be fluent in algorithms and trends, those with experience understand the fundamentals of human psychology, persuasion, and storytelling that transcend platforms.
Brands today need stability as much as they need reinvention. Chasing trends without context leads to brand inconsistency. Short-term creative solutions don’t always drive lasting impact. Client trust is built over years, not viral moments.
An industry that moves too fast risks losing its own foundation. The senior creatives and strategists who have built some of the most iconic campaigns know how to balance short-term impact with long-term brand relevance.
Another major issue isn’t just ageism, but sustainability. Many seasoned professionals don’t leave because they want to; they leave because the industry makes it nearly impossible to stay.
Why many industry veterans exit:
- Agency burnout culture: The relentless demand for new ideas, fast turnarounds, and late-night pitches makes long-term careers unsustainable.
- Lack of career growth beyond a certain point: Many agencies prioritize young leadership over experienced leadership, leaving few growth opportunities for those over 40.
- The reinvention pressure: The expectation to constantly adapt to new platforms and trends can create the illusion that newer = better.
- The shift toward gig economy work: More agencies now outsource work to freelancers rather than keep senior creatives on payroll. Many professionals pivot to consulting, entrepreneurship, or in-house brand roles because agency life doesn’t support long-term creative careers.
How the industry can balance youth and experience
So, how does advertising keep its veterans relevant while still embracing new energy?
1. Stop Sidelining Senior Talent
Senior creatives shouldn’t just be in strategy or advisory roles, they should still be hands-on in the work. Having a Gen Z creative team lead a TikTok campaign makes sense, but pairing them with a senior strategist who understands brand storytelling over decades? That’s a power move.
2. Make Longevity Sustainable
Agencies need to rethink career progression, not just as a ladder that leads to retirement, but as a long-term creative journey. Offer roles beyond Creative Director that allow senior creatives to stay in the work without forcing them into leadership politics.
3. Foster Mentorship, Not Replacement
The best advertising comes when young energy and seasoned expertise collide. Agencies should invest in mentorship programs where Gen Z creatives learn brand strategy from veterans and vice versa. The result? Better work, stronger brand messaging, and campaigns that balance innovation with timeless storytelling.
4. Reshape Hiring Biases
Instead of asking “How well do you know TikTok?”, ask “How well do you understand what drives people to buy?” Don’t assume that age = resistance to change, many seasoned creatives have evolved across print, TV, digital, social, and beyond.
The future of creativity isn’t either / or
The best advertising has always been built on big ideas, powerful storytelling, and human connection.
That doesn’t change just because new platforms emerge. That doesn’t change just because new generations enter the workforce.
What the industry needs is balance. It needs the trendsetters and the strategists. The rebels and the seasoned storytellers. The ones who build culture and the ones who preserve brand trust.
Advertising isn’t just about what’s next. It’s about what lasts. And to create work that stands the test of time, we need the people who have been there, done that, and still have more to say.
Because experience isn’t old, it’s timeless.
By Martino O’Brien, Creative Director and Managing Partner, YouExperience.
