While we’ve already taken you back to school to give you a refresher on marketing fundamentals, it’s important to remember that even today’s youngest creatives have plenty to teach.
Nellie Kim, partner and CD at lg2, insists she’s not part of the younger gen (though she could have fooled us), but says the cohort just graduating university now offer advertising creatives a great opportunity to tap into new insights and learnings.
First, she points to their collective social consciousness: “So, while the old guard [of which Kim counts herself], has a big focus on awards, the younger generation is really interested in doing work for the better,” she says.
And this lines up nicely with the evolving demands from the millennial and Gen Z consumer, who have been looking for more transparency and social consciousness from the brands they support.
More importantly though, she says this cohort has an inherent ability to adapt quickly – they were born with the world (especially the tech space) evolving so rapidly that picking up new skills is almost second nature.
He adds that it’s important that advertisers learn to take risks: just because you’ve been doing something one way for years, doesn’t mean it’s the right way, after all.
He also says it’s important that people take a pause every once in a while. “At the end of the day, it’s only advertising,” he says. “Everyone in the industry is super stressed – it’s a tough industry and it can really take a toll. But we have to appreciate it and have fun. It’s not worth sacrificing so many of your precious moments.”
That’s one thing the younger cohort is really good at doing: recognizing there needs to be a balance.
Of course, it helps that this generation is constantly learning – and picking up skills outside their job descriptions, adds Kim. “And not because they have to, but because they want to.”
And that passion – whether it’s to teach themselves photography, art or calligraphy – comes through in their work, she says.
Finding creative outlets not only helps you detach from your day to day, but it can also help make you a better creative, says Kim. So maybe it’s time you signed up for that language or acrylic class you’ve been dying to try? After all, September is a perfect time to go back to class.