The creative industries are beautifully unique – operating within fluid frameworks of meaning, interpretation,
and innovation.
We are proudly postmodern, naturally interpretive, and endlessly imaginative. And that’s not a weakness. It’s
our superpower.
Yet, somewhere along the way, I think we may have become too modest. Too polite.
We all know those few flamboyant personalities who could outshine even the cast of Dubai Bling – and we love them for it.
But when we look past the glam of awards shows and galas, I sense an underlying hesitation: a subtle imposter syndrome lurking beneath the surface.
In recruitment fairs and industry conferences, I’ve noticed that communications intended to inspire the next generation of creative talent to enter the industry is sometimes lacking.
No one would expect a law firm, engineering practice, or university to hire people lacking formal training in core competencies.
Except, in our own world, we’ve occasionally overextended the welcome mat with the generous and gold star statement “anyone can be creative”.
Top-tier talent doesn’t chase ease. They’re drawn to challenge, rigour, and prestige. They want to climb. To earn it. To belong to something remarkable.
Back in the day, my peers and I chose an advertising and marketing degree not because it was easy. But because it was hard.
It was positioned as an elite programme and required us to get higher grades than other general business degrees.
And from day one we were directed to aim for a career at a top-tier agency such as J. Walter Thompson. We were challenged with maths puzzles from Zenith Media and Carat, and brought to London to present creative strategies to account directors at Ammirati Puris Lintas.
“‘Anyone can be a creative and work in advertising’ is a poisonous positioning. And, it’s also wrong.”
Imagine yourself as a young person hearing how one career requires very strict qualifications as an entry prerequisite, and another is inclusive.
The logical strategy would be to aim high, and then if you didn’t succeed you would have the safety net of a creative career: “If it doesn’t work out as an accountant, I’ll just go work for …”.
Then think as a parent: Which education pathway would you seek to guide your child into? No mother or father thinks of their child as being less than above average, and no-one would knowingly send a youth down a path
to mediocrity.
“Anyone can be a creative and work in advertising” is a poisonous positioning. And, it’s also wrong.
I would argue that advertising recruitment messaging should be revised to show exactly what we offer – a career that demands the best, because it is the best.
While diversity matters, we shouldn’t undersell the intellect, craft, curiosity
and dedication to the human experience required to thrive in our industry. Advertising and strategic communications careers are incomparable to other professions – we serve a different function.
As storytellers, brand builders, and cultural architects, it’s time we reclaimed our confidence. We need to be clearer about our value and start owning our worth.
After all, we don’t run a discount aisle. We run the red carpet.
By Stephen King, International Advertising Association (IAA) Board Member and Senior Lecturer at Middlesex University Dubai
