“The Silent Exit” – New study sheds light on why advertising is losing its experienced workforce
Australia’s advertising industry is quietly losing professionals over 40 years of age at an alarming rate, according to results of a new survey by the Experience Advocacy Taskforce (EAT) in partnership with Advertising Industry Careers (AIC).
Results of the study indicate more than half (51.54%) of exits occur between the ages of 45-54, signalling a significant talent drain of experienced professionals from the advertising industry. Alarmingly, nearly 70 per cent of who were once were considered the industry’s “Young Guns” (started in the industry at age 18-24), have left prematurely, with only one respondent retiring from the industry.
Greg “Sparrow” Graham, founder of the Experience Advocacy Taskforce, said to ensure the long-term health of the industry we need to eliminate age bias in hiring and prioritise the retention of experienced staff as a measure of success: “The results clearly indicate the advertising industry is facing a silent, yet significant, talent drain due to ageism and negative perceptions of older workers.
“The Silent Exit is a wake-up call. To remain competitive, the industry must value the expertise and contributions of seasoned professionals and collectively work together to make age a non-issue for the next generation.”
Further insights revealed that unintentional exits made up nearly 36 per cent of respondents who left due to involuntary redundancies, far surpassing stress and moves to client-side roles (approx. 11% each). The myth that older professionals can’t keep up with industry changes, especially in the digital age, are largely unfounded, with fewer than 2% citing this as a reason for leaving.
The study also revealed over half (52%) of exits occur between the ages of 45-54, and surprisingly signs of age-related exits start as early as age 35. This mid-career exodus is well before their time signifying a significant talent drain early and exposing serious challenges that threaten both individuals and the broader industry.
Says Adam Elliott, CEO, AIC: “The alarming trend of experienced professionals leaving the advertising industry is not just a loss of talent; it’s a loss of invaluable insights and creativity. Embracing the expertise of those over 40 is essential to fostering innovation and resilience within our field. We must shift our focus from age as a barrier to age as an asset.”
Despite leaving senior roles (76.93%), 23.08% of respondents are still seeking work in advertising. Half indicated they are open to various types of employment—full-time, part-time, freelance. However, 70% are willing to take positions below their previous level, reflecting their continued passion to contribute. Unfortunately, many face poor recruitment experiences, with “ghosting” by recruiters a common frustration.
The talent exodus is further exacerbated by the apparent shocking recruitment experiences of older job applicants, with one respondent – age 50-54 – revealing ‘I applied for 200+ jobs but didn’t get one interview’.
Concludes Elliott: “Clearly, it is imperative we offer greater support and career pathways for our more experienced workforce. As a result, AIC has launched the ‘Expert Directory,’ where senior experienced people seeking full-time, part-time, or contract work can register a free profile and be found by companies wanting to tap into this experienced cohort.”
Adds Graham: “With a razor-sharp focus we can ensure the industry’s long-term health by stopping this “silent exit” of talent. It’s vital to eliminate age bias in hiring; look for new ways to recruit and retain experienced talent by offering greater support for experienced employees; and most importantly making the retention of experienced staff a measure of success.
“It’s not rocket science. It’s vital. And collectively the industry needs to act and move forward.”
The survey results have been released prior to Ageism Awareness Day (October 9) as a platform to continue to raise awareness of the existence and impact of ageism in Australia’s media and advertising industry.
18 Comments
I don’t know how silent it is. It’s a well known, indisputable fact.
The problem is the type of work that’s done nowadays. Why pay $200k+ to someone who is both experienced and talented, to do creatively barren, churn and burn banner ads and social posts, when you can pay 3 or 4 kids to do it?
Chuck them 50 or 60 grand a year, plus a few nonsensical agency-generated ‘activation/experiential’ briefs and they’re as happy as Larry.
I don’t know about age-ism, I’m sure it plays a part, but to put it simply, the work just isn’t out there for me any more.
I have had purple-patches here and elsewhere in the world, made some work I’m really proud of and now and again I see a few bits and pieces of work that re-ignite my optimism. But it honestly is ever decreasing circles.
Add to this the fact that working as a director in Australia in 2024, you have to be ready to be treated really really badly; ghosting after treatments are submitted, jobs that are ‘client approved’ evaporating, the constant driving down of fees, the list goes on and on…
I am lucky to have enough money put aside to retrain in a new-found field I’m keen on and I have a partner who is supportive of this move. It won’t be easy starting again from scratch at my age, but being an advertising director is no longer a viable career, at least not for me.
I wish all the best to the young directors getting started and doing well, but my one piece of (unsolicited) advice would be to save save save, because with the diminishing importance of creativity in ther market and the exponential rise of generative AI, your time earning a viable living may well be short.
@Jeremy Southern has been also been at the forefront as one of those most vocal regarding this industry endemic. Here’s hoping this survey adds some gravitas to this issue.
https://www.linkedin.com/posts/jeremysouthern2211_ageism-activity-7249165017504198656-PtEl?utm_source=share&utm_medium=member_desktop
AWAAAAAAAAAARDS.
The industry is so rife with awards vibe, they would rather have the highly experienced, but under awarded creatives leave.
… to work in branding instead
The industry is boring, the salaries are dysmal, the deadlines are laughable and the work is shit.
What’s not to love?
Yep.
I think what happens for a lot of people is that they love the idea of working in advertising because they can be creative and express their individuality in a job that seems well paid and exciting at the time (compared to working in hospo or on a building site or at a law firm or being a starving artist).
Then, after about 10 years, you realise that’s mostly not true and move on.
If you have a great creative of 40 years old who can still produce amazing ideas, hold on to them dearly.
Beyond their experience, they come from a generation where they know what it means to work hard and go above a beyond, they don’t demand WFH days like it’s a right and have probably won awards at a time when it was super hard without the now thousands of categories in award shows.
Why would anyone choose to join an industry where you’re considered washed up by 40, unless you somehow make it to CCO?
My kid is smart as hell and advertising is the last place I’d ever encourage him to go. In fact I actively warn him off doing anything to do with it most weeks.
me too!
I’m over 40 and have been in the industry close to 20 years.
The most striking thing is how narrow the top of the pyramid is. There literally aren’t enough roles such that we can continue to grow. The corporate world, where I assume a lot of us end up, is wider at the top – you can create a career for yourself that will sustain you through the back half of your career, with salaries indexed to CPI and genuine hope for growth, promotion and salary increases.
I’m going backwards now – in terms of growth and salary in real terms.
This article comes out now? Bit late really. Ageism, it appears, is a thing. But if you think about it, nobody really gives a fuck. And if it changes? Maybe it will change 5%, meaning loads of seniors will continue to miss out on gigs. But the fact is, the really talented old ones find a way, either through talent and reputation, or by opening their own shop.
If you expect to get work without being relevant, IE having no recent work, picked up no metal, not won a pitch, what does one really expect? As clint Eastwood said, “Adapt and overcome.”
I adapted. I started whoring. The day rate is similar.
I’m 55. I was made redundant 5 weeks ago. I don’t believe I will be employed again. Some will say I’m lucky I made it this far.
I am scared.
Works in executive recruitment. A $300K salary is the mid end salary expectation of an executive recruitment / head hunting consultant. But this equates to a MD/CEO salary at the top end of advertising. The candidates are expecting closer to $1m per year, on average. Advertising has convinced itself that $500K a year is “huge” when it’s actually the low end remuneration of corporate Australia. The average non executive director earns as much to turn up to 12 meetings a YEAR! Sadly, it’s a sunset industry people. Move on.
There is an ageing bachelor that constantly posts his wo is me bullshit on linkedIn. worked in the Middle East and won a couple of awards, zero talent, but he deserves a cuddle. Someone, give him a job. Be careful, though, he is a right tosser.
https://geezercreative.com/
There aren’t a heap of people above 50 in standard office corporate jobs anyway. It’s rife in advertising, but it’s not like it’s only in this industry.
That said, the salaries and opportunities for advancement are pretty minimal in advertising vs the experience and skill many people have.