Why the Ad Industry is Dismissing Experience Over 50: A Personal Journey

David Bain reflects on the harsh realities faced by over-50s in the advertising industry, revealing how experience is no longer valued as it once was.

The Diminishing Value of Experience
Last spring, I wrote an article for The Drum discussing the disappearance of fifty-somethings from British advertising agencies. Little did I know that I would soon join their ranks, facing the brutal truth that age is often seen as a liability in a field that prioritizes youth and innovation. My own redundancy was a stark reminder that experience alone does not secure a position in today’s market.

What Clients Really Want
Through discussions with senior clients, it became clear that experience is no longer the gold standard. Instead, they seek expertise and excellence. One marketing director shared, "I care about deep subject expertise which hopefully leads to excellent work and better outcomes for me and my brands." This sentiment echoes throughout the industry, where expertise is regarded as a more valuable asset than mere years of service.

The Need for Expertise
My research shows that 85% of marketing decision-makers believe that specialist expertise is increasingly valuable. However, more than 70% find it difficult and costly to access the right expertise. Agencies that lack depth in knowledge and skill are ill-equipped to meet this demand.

Challenges Ahead
Nonetheless, the landscape is fraught with challenges. 89% of clients express skepticism about claims of expertise, highlighting that the market is saturated with imposters and exaggerated capabilities. It is crucial to restore trust in expertise if we are to create a new model that benefits both clients and experts.

Moving Forward
So, what’s next for those of us who have faced redundancy?

1. Articulate Expertise: We must clearly define our unique capabilities and demonstrate them to a skeptical market.
2. Align with Client Needs: Our expertise should be connected to tangible tasks and outputs that align with what clients truly need.
3. Reimagine Our Offerings: Transition from selling services based on time to selling products focused on outcomes.
4. Leverage Change: Embrace the evolving nature of expertise, particularly in a landscape increasingly influenced by AI.
5. Market Our Skills: Develop innovative ways to bring our expertise to clients, ensuring we highlight what we can do rather than what we've done.

Despite the challenges, there is a renewed opportunity for those of us with valuable experience to adapt and thrive in a changing market. Let’s embrace this shift and continue to innovate in how we present our skills and expertise.