My First Year as a Creative: Adland’s Newbies Finding Their Feet on Changing Ground
Emerging technologies. Shifting business practices. Innovative new roles. Adland is notoriously dynamic, but perhaps more than ever, it seems the sands are shifting beneath our very feet.
While questions arise over what the future of the industry will look like, new talent continues to enter the landscape, quickly adapting to these ongoing changes, and setting the scene for the next months, years and decades to come in adland.
To see how this up-and-coming generation of writers, art directors and others are navigating the rapidly changing industry from the get-go, LBB’s Ben Conway spoke with creatives in the first year of their advertising careers.
Sharing their visions for the future of their roles, and some of the biggest changes and lessons they’ve encountered already, are creatives from: BBH USA, Havas Chicago, BBDO New York, Leo Burnett, Droga5 New York, DEPT, TRO, H/L and Amplify.
Peter Cevallos
Junior copywriter at Havas Chicago
I got into the advertising industry right as the AI panic was starting, with plenty of writers worrying a robot would take their job. And so far, they haven’t. I’ve found, whether consciously or not, people just can’t connect with work made by a machine like they can when there’s real human consideration behind it.
Which led to me learning one of the biggest first lessons for a creative: If you aren’t a performer, become one. A solid idea pitched in a flat way is usually dead on arrival. So if you’re writing song lyrics – be prepared to sing them. If you’ve written a character with a gruff, cowboy voice – imitate them.
Don’t write like a robot, and definitely don’t pitch your writing like one. Never forget that your job, both in the office and out in the world, is to connect with actual humans.
Ross Hull
Junior copywriter at BBDO New York
My job title says ‘junior copywriter’ but I’m really just a glorified sponge with a typewriter. I’ve spent my first year in advertising soaking up as much knowledge and wisdom as I can from the creative wizards around me. That's been way more beneficial to me than any LinkedIn post about B2B sales. Unless it helps me improve my craft as a writer, I usually stay away from it.
If you want your coffee to taste better in the morning, steer clear from all the industry drama. Reevaluate your priorities and focus on what matters: coming up with the best ideas you can. Surround yourself with talented people who push you further. And get off LinkedIn.
(Visit LBB instead!)
Francesca Fierro
Associate copywriter at BBH USA
I come from a traditional liberal arts background, where I studied English literature and said words like ‘hegemonic’ regularly. When I wrote papers about Kafka and Lacan, it was always in complete solitude. Copywriting for an agency has turned my writing process on its head. Gone are the days of solo marathon sessions in a library.
The biggest challenge I’ve faced so far is learning the discipline of creative collaboration. I’ve had to embrace the discursive brainstorming sessions with my fellow creatives, where many sentences start with, ‘Okay, so not this, but…’. Many people (accurately!) compare concepting to improv acting and the logic of ‘yes and’. But to me, it feels closer to doing a bit with your friend. I offer this, and you build from it. Let’s make it more comical, more specific, weirder. Wait, that was pretty good. Is someone taking notes?! Let’s go from there.
John Ratkowiak
Junior art director at BBDO New York
In my first year in this business, I’ve been surprised by how often I’m using AI in my workflow. Whenever I’m concepting an idea, using AI image generators allows me to demonstrate my vision faster than I normally would be able. And this allows me to spend more time thinking and coming up with ideas rather than slowing down for comping. Even the models that are trained on stock photography (i.e Adobe Firefox) often yield better results than stock websites themselves, so I use them quite regularly. I’ll also turn to ChatGPT as much as I use Google to ask questions and come up with new ways to approach a brief.
With that said, I also really appreciate taking a notebook out and ideating without any technology. To unplug is a useful way to open up to new ideas as well as forces me to sit with a brief for longer.
And as AI becomes better at other pieces of our work, like video generation, I really hope we’ll draw the lines to continue producing spots on set and collaborating together on shoots – even if those processes are made more efficient with AI. Working with such great people was a huge draw for me to come into this industry, and I think people have a true appreciation for human stories told by humans.
Tara Groot Wassink
Junior creative at DEPT
First roles are always a big learning curve. I felt so lucky when I got this role after finishing university last year. But the changes in the industry are definitely apparent with brands and companies competing to stay in touch with the ever-changing online world. Navigating this in my first year, it feels like everyone is learning around you, so it's not so daunting. In an industry where brands are always fighting to stay relevant, the one thing you can guarantee is change, so I expect this feeling of change to be a constant in my career.
Plus, when things do change, it always comes back to creativity to help evolve those brands, so it's an exciting time to join the industry. DEPT has always cared about how tech can be utilised, which makes this a great place for me to learn because we share an eagerness that I naturally have as a recent grad wanting to jump in.
Lindsey Evans
Art director at Droga5 NY
The biggest lesson I’ve learned in my first year as an art director is that when you think you’re over-prepared, you’re usually just prepared. The first time I presented a round one deck to a CD, they gently – but rightfully – tore it apart. In school, we would discuss ideas with professors before even starting. Now, I have to sell my ideas from the first meeting. And high fidelity sells.
Because of this, I create the deck before my CD even asks for it. I’m gathering swipes before I even start the deck. I go see the latest Wim Wenders film before I even need the swipe. The work begins long before the brief – and luckily, the work is pretty fun!
Riddhi Ankolekar
Junior copywriter at Leo Burnett
Looking back at my first year in the industry, it’s remarkable how much I’ve grown in such a short amount of time. I learned very early on here that things change by the minute, and keeping up is essential. Every other day I’m reading about an emerging piece of tech that can change the landscape altogether. Although it’s thrilling to think about all the new possibilities that open up with AI and other innovations, my mentors often remind me that the core of what makes good work never changes: It’s always the stuff that moves us on a human level. The more I remember this, the easier it becomes to navigate this ever-changing industry.
As a creative looking towards the future, I’m most excited to use all the fun new tools that are being developed to find creative solutions in ways previously thought impossible.
Phoebe Wright
Designer at TRO
I’ve been at TRO for one wonderful year. It’s also my first time in the experiential marketing world, and what a whirlwind it’s been! At an event earlier this year, I heard the best advice that I think will continue to shape my creative career from now on: “Be irresponsible. You are not the client.”
Coming to the table with the wildest ideas (often inspired by all forms of culture) will only help set you up for success. All the best campaigns, ads, events and creative concepts are the weirdest and boldest ones, that make you stop in your tracks. I want to be the person who puts a brand in the headlines; the person who designed the best pop-up for the best brand; who took brave and bold ideas, and created a masterpiece that everyone will remember for a long, long time.
As an experiential creative, one of the most challenging things has been keeping up with the ever-evolving trends on social media and within gen z culture. Despite being gen z myself, new trends such as ‘brat summer’ and ‘very demure’ emerge almost overnight, making it challenging to create a concept that works for an experience that goes live in six months’ time.
But these trends also add an exciting layer to the creative process. They influence our creative thinking and strategy, impacting how we help brands present themselves authentically in real life. Engaging with these trends in real time will only inspire our creative brains to do great things for brands who want to stand out.
Bryan Abarca
Junior copywriter at H/L
It’s been hard trying to navigate this industry, not just because I started as a green intern, but because things seem to change every other day. It’s a weird feeling knowing there are software and chatbots that can basically do all that I do, without any of the ‘humanness’ parts. All of the good, none of the me. But I would go as far as to say it’s this ‘imperfect’ characteristic that people look for in ads. The troubled, anxious, hopeful parts of me that you see, hear, and read in my writing. We set the standard.
I tell people every day what they should buy, where they should go, why they should care… But what do I want? I want to see people hug their friends, make bad jokes, and smile at strangers, so I can live in the world they create and show it back to them with every piece of work that I do.
Aleyna Prehn
Junior art director at Havas Chicago
In my year in the advertising industry, time has flown by – not because the days are short, but due to the passion I’ve discovered for my work. When I joined Havas as a PR intern, I was uncertain about my direction. My background is in graphic design, and I initially felt conflicted about my role. However, I embraced the opportunity with an open mind and as I took on more creative projects, I thrived in social media and design, which led to a quick transition to being a full-time art director. This experience has led me to reflect on my growth and potential future in this field.
While advertising is full of challenges and unexpected turns, it’s an industry driven by creativity. Havas has empowered me to amplify my ideas as a young professional, and I’m excited about the journey ahead.
James Keller
Junior art director at Leo Burnett
Having just completed my first year in the advertising industry, I’ve quickly learned that everything moves fast - and you’ve got to move with it. One of the biggest changes I’ve noticed is how much people crave personalised content these days. Consumers really want brands that understand their needs on a personalised level, which means we have to be quick and flexible when it comes to creation. It’s not just about creating work that people react to, it’s about creating interactive work that people feel connected to.
What excites me most with this shift is the blend of creativity and technology that’s driving it. AI is transforming how we approach personalisation, opening new - and more meaningful ways - to tailor campaigns to consumers. As a creative, I’m looking forward to pushing the boundaries of what’s possible and finding new ways to connect with people on a deeper level through my work.
Charlie Nguyen
Associate art director at BBH USA
Being both a junior creative and the youngest person in the office, joining BBH USA immediately after graduating college was an intimidating experience. However, I’m beyond excited to grow as a professional. I’m lucky to have joined such a supportive and uplifting environment like BBH USA because that’s what matters the most to me – I thrive around good people.
The most exciting thing about the future of my role is being a part of the post-covid creative class – hybrid schedules, the immersion of AI into our work stream, etc. There is so much to explore and I’m excited to evolve in this chapter of my life.
One big lesson I’ve learned from starting as an intern and transitioning into a full-time creative is that each new day is never the same. Whether it’s a fun surprise or a challenging ask, you need to be ready for it. Things come unexpectedly, so expect nothing!
Rodney Sihlangu
‘New Wave' intern at Amplify
What I’ve gleaned from working at Amplify is that divergent thinking across teams, with staff working as one brain, is what leads to the best deliveries. This has made me appreciative of the four dimensional journey that my first year in Adland has been. My aim is to continue building on my ability to support projects from a creative and strategic angle, perhaps in a hybrid role.
For me and my peers, once we cut through what is currently a challenging job market, the ambition is to feel you’ve landed somewhere which will nurture the early steps of your career… I heavily benefited from having my creative line manager support me in getting my portfolio website off the ground, which was a really difficult process to approach on my own.
This period is also a time where a lot of people are reshaping their views on work-life balance… Amplify is certainly the best place I’ve been when it comes to considering the more holistic nature of people’s lives beyond working hours. In fact, it’s encouraged to do things that aren’t work-related to create an office of diverse and inspired individuals. Other examples of employee care at Amplify include hybrid working, with weekly work-from-home days. Although, personally, I do feel this can conflict with my ability to bounce creatively off of senior members of the team.
When thinking about the work side of my work-life balance I’d say having an office space where in-person days are capitalised on, as an opportunity for collaboration and learning, is something I now look out for as a priority.
This initial experience has made me even more excited about what I could be a part of in the future. While I have a sense of clarity on the type of work environment that gets the best out of me, I feel like I’m capable of applying myself to a wide range of briefs moving forward across various platforms. The job search to get to this point was at times crushing but it’s been great to be surrounded by people who have reaffirmed my belief in my own talents and who are equally interested in seeing me execute them at a higher level.
