Creative burnout—how ad people can reinvent themselves without leaving the industry

Most of us can remember waiting in the lobby of the agency we so badly wanted to work at, anxiously thinking: “I got the interview. Now, if I could only find a way in.” We can also remember sitting behind our desk at that agency (or another) and thinking, “How the hell do I get out of here?” The air felt toxic, the chair uncomfortable, the people dull, the work boring, the hours long and the money … don’t even start with the money. The staring-at-the-ceiling moment is often followed by a drastic decision to leave. It’s a reflection of our boiling point, of burnout and of a job that no longer represents us and our ambitions. The truth is that our journey from the lobby to staring at the ceiling is not a linear path. We do not all go through the same experiences, challenges and triumphs—but most of us do experience those moments. In recent years, the advertising industry has been struggling with a mass exodus of agency talent—the result of a broken model and frustrated employees who see leaving as their only option for change. Check out the latest Ad Age events and award programs I am not arguing against pursuing a new path you feel passionate about. But I do recommend trying to avoid the staring-at-the-ceiling moment and remembering the lobby moment when you begin to feel uninspired and disconnected from your role. Consider these alternatives: Change the scope of your role Identify what specific responsibilities you no longer enjoy doing or feel overwhelmed with. Are there ways to change how you manage or delegate those responsibilities? This requires you to think deeper about the purpose of those responsibilities and their impact and influence on your position. The idea is not to pick and choose responsibilities but to identify the source of your frustration without hating your job as a whole. Most of us are able to sort out what we love and enjoy doing from what we don’t. Are there team members who might like and even benefit from taking on some of the responsibilities that you don’t enjoy? Extend your category focus Category experience in advertising is both a blessing and a curse. An invaluable asset for your agency and client teams could, at the same time, hinder your own growth and sense of curiosity and being challenged. Consider a move to a new client in a new category, push beyond your comfort levels and go in with genuine desire and passion to learn. In the long run, having diverse category experience makes you a more valuable player, so step up and fight for those opportunities. You may have to do some extra work convincing the decision-makers, but ultimately, if you are able to demonstrate the value that you bring to the new category while drawing from your existing category experience, they will be more receptive to your position on the team. Consider (and create) new positions Identify your core competencies and the transferable skills that could set you up for success in a new role within your agency or elsewhere. This could be you making a move to a different department while leveraging the most natural extensions of your existing skill set. Examine the existing structure at your organization and identify areas where you could create a strong value proposition. This could be the creation of a new role that strengthens the agency’s offerings and/or help solve business and client challenges. Most new roles at agencies are created because someone recognized an opportunity or a challenge, made their case for it, and raised their hand to take it on. Align personal and professional values As we move on our career paths our values change with us. What drives our sense of inspiration and ambitions today might not be what we felt in the lobby. Make a list of what is most important to you as a person and work to find organizations that align with your values. Values are not what an agency puts on its website; it’s how it works, what its reputation tells you, who its leaders are and what inspires you to connect with it. Some agencies win awards, some are louder than others some break the rules. Some have had the same client for decades or get new clients regularly. Some care more about their business; some care some more about their people and will help you maintain that feeling you had in the lobby. What matters is how aligned they are with your core values and what you are seeking for at this point in your career. Magical things happen when you feel in sync with the people that you work for and with. As an industry, we need to recognize and solve the problems that are pushing talent away. Starting at the individual level could help those looking for self-reinvention and as well as agencies that need to evolve their talent. Leaving the industry shouldn’t be the only option for change. Subscribe to Ad Age Sign up now for the latest industry news and analysis Click here

Creative burnout—how ad people can reinvent themselves without leaving the industry

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