'Wise-Ass Youngsters', 'Clueless Old Farts' Need Each Other
Regarding ageism in advertising, back in March, we wrote, in part, "While it's true there isn't much gray hair in the advertising world, that's due to any number of reasons including 'older' folks leaving to start successful businesses of their own after having endured the idiocy of too many wise-ass, know-it-all 20-somethings making fools of themselves in front of their equally stupid clients and having to bail them out.
Harsh? Sure. But so is the assumption anyone over 40 is a clueless idiot. Neither line of thinking aids this (ageism) situation. People should be respected for their intelligence, not the number of candles on their birthday cake. There are just as many stupid 25 years olds out there as there are stupid 65 year olds. Age is irrelevant. Or at least it should be."
What sparked this was the fact we (OK, me) are not 30 any more as well as a post to an industry forum group by Laredo Group President Leslie Laredo which, following my suggestion the piece receive a wider audience, an edited version of her commentary ended up in Advertising Age as an opinion piece. You can (and should) read the article here.
Topic: Opinion, Trends and Culture
The ad industry employes younger talent in order to be able to speak to a certain audience, i.e. the younger audience. With youth slang that changes more often than we know, advertising professionals over 30 are lucky to even launch a successful campaign that speaks to them. Mind you, try having a 20 year old write copy or art direct an ad for life insurance or even dentures, the message is not the same nor is the feel. Not saying that it is impossible at all, far from it, but it is a challenge.