Talent Is Hiding In Plain Sight

Rishad Tobaccowala's excellent speech about "talent in the advertising industry" (which can be viewed a few blog posts below this one) got me thinking: What does the advertising industry really do to attract and develop talent?

Most agencies are really good at keeping the same people in the building for decades, but this doesn't mean that they are the right people. These are the ones that basically grew up in the agency - right out of college. Because they were raised by mostly the same parents (management team) year-in and year-out, they never really knew what existed outside - what is was like to work at a place with a different culture and a different approach to creating marketing.

Therefore these folks become the cogs in the machine that run their agency. They are so much a part of that machine that a very predictable, almost robotic like atmosphere exists. It results in pretty much the same kind of work being churned out for long time spans. Therefore the agency attracts a certain kind of client, because the client feels that they are a "safe bet." And, I must say that this oddly pays off for some agencies. They win business and retain clients. But, this type of agency never is able to hold on to the most talented employees that pass through their doors. In my 20 years+ in the business I have seen this time and again. It certainly comes as no surprise to anyone that has worked for a big agency group.

In other industries the talent does not just help build the company's brand - the talent is the brand. Think of people like Jack Welch, Steve Jobs, and even Donald Trump. This kind of talent acts like a magnet to attract others like them. They also know how to create organizations that are designed to attract talent pools. Yes, attracting talent does mean structuring compensation packages that will get them in the building and ensure that they are rewarded to achieve great things and then stay put. This is an obvious area of weakness in the advertising industry where only a select few get the rewards created by many. This leads to frustration among the talented - who recognize inequity faster than the mediocre employees. Frustration results in apathy and ultimately leads to the exit door.

The advertising industry also does not seem to realize that the kind of talent that can be a game changer may not necessarily be working at an "agency." More on that later...