Advertising: Where Has It Gone?

Nicki Kythreotis - Senior Conceptual Graphic Designer

Tuesday 25th March 2025

I realised I wanted to get into advertising when I was just 16, and I attended a talk by Graham Fink. His presentation was a masterclass in the power of advertising and its ability to shift public perception and evoke genuine emotion.

I remember the talk well. It was playful, often cheeky, and full of laughter. Back then, this was exactly what made advertising so captivating.

I remember talking about ads at the pub with friends. Things like the iconic Boddingtons ad featuring Melanie Sykes. People did that back then. Maybe because there was less overall stimulus in life, but also because the ads were worth talking about.

Graham’s talk gave me a glimpse behind the curtain of creativity. From that moment, I was determined to be a part of the industry.

I studied hard and graduated. I then faced the daunting task of breaking in. It took perseverance and countless rejections. I took unpaid placements, worked seven days a week, and spent weekends working in retail, scrimping to afford my commute. But once I found my footing, I fell in love with the work. The department banter, collaborative spirit, and freedom to create were intoxicating. There was genuine joy in brainstorming sessions. There was genuine pride and satisfaction in meeting deadlines. Seeing my work displayed in bright lights and pointing it out to my mum was worth all the effort.

Fast forward 15 years, and advertising has changed. Newcomers today face an entirely different reality. They enter a world where everything moves at breakneck speed. We’re dominated by responsive ads, social media demands, and the expectation to master every creative tool instantly. Multiply this by the general relentless pace and there’s little room left for the creative exploration we once enjoyed.

The art of crafting memorable ideas is lost in the noise. Consumers are bombarded with what I call ‘fast ads’— flurries of images, set to music, that have little meaning, or story. The result is they notice hardly any of them.

Every brand claims a cause. But their messages are often hollow and uninspired. Client demands constrain agency teams and designers, with account teams dictating the pace of creativity. (When did we start letting this happen?)

What about Gen Z? They are most experiencing the stress and burnout that accompany this relentless environment. They are most witnessing the demoralisation of ideas being stripped to their bare bones. They’re seeing the soul being sucked out of their agency’s creative product. They’re learning what hypocrites agencies are, talking about being ‘brave’, while deploying a ‘just f**king do it’ attitude whenever there’s feedback on the work. Or, perhaps it’s more accurate to call it a ‘we’re so incredibly sorry, we’ll just f**king do it’ attitude?

There’s little room left for the imaginative. Deadlines are urgent. Job security feels like a distant memory amidst rising living costs and stagnant salaries. Agencies have lost their fight and confidence in their expertise. We’ve mastered the art of rolling over. We used to be Scrappy Doo. Now we’re Shaggy, at best. Do we dare tell a client they’re wrong anymore? We used to - tactfully so, but we did.

Gen Z are seeing all of this, and are expected to work for relative pittance to be a part of it. We worked for pittance, too, when we were their age, but it was in an environment where creativity often actually prevailed. We also believed we could build a life, and maybe even buy a house, if we saved.

There’s no lack of people bemoaning Gen Z’s ‘lack of drive, passion, and enthusiasm’. Outside of knowing this is tarring an entire generation with the same brush, I think:

‘Even if that were true, could you blame them? Would you be any different, if you were in their situation?’

So, what entices the new generation to stay? How can we nurture creativity and restore balance? It begins with learning and mentorship.

Seniors in the industry can provide invaluable insights into effective responses. They can help juniors sift through unsuccessful ideas, and encourage the importance of breaks. It’s about understanding when to push back against unreasonable demands. It’s about knowing when to rally as a team to create something extraordinary.

We seasoned ad professionals can also learn from Gen Z. They remind us mindfulness is crucial. They remind us valuing the work itself— rather than simply enduring the grind— is essential for sustainability. They remind us to harbour that child-like curiosity, to explore the possibilities and wonder of the world.

Advertising has become so humble, and serious, two things which are the diametric opposite of selling people things they most likely do not need.

We must remember that the goal, first and foremost, is to not be ignored. Not everything can stand out, of course. The norm must exist, for the exception to, too. But it feels like many agencies and clients aren’t even trying. If we’re not standing out, it’s impossible to be memorable, and if we’re not memorable, honestly, what’s the point? No client can be attributed to a memory that doesn’t exist.

It’s a yawn fest out there. Advertising doesn’t always have to carry a heavy message or stand for a cause. It can be playful, cheeky, and full of laughter. Graham Fink taught me that a long time ago.

I remember walking into the office and feeling the sense of camaraderie, purpose, and growth. The buzz of a thriving team, the shared drive to create better work— not in an arsehole ego way, but out of collective pride.

I wonder, would you encourage your son, daughter, niece, nephew, anyone close to you to join our industry? To work day in day out knowing the very crux of our daily challenges? If yes, great. If no, then why?

The creative circle has an initiative to invite teaching professionals to shadow and potentially offer insights. Blueprint 1000 run by the DT Association. This is a powerful idea. It could bridge the gap between academia and the workplace, ensuring that the expectations we set for talent are realistic and that the industry itself evolves to meet the needs of the upcoming generation.

Ultimately, keeping the industry alive isn’t about clinging to the past; it’s about reimagining it to ensure the energy, creativity, and teamwork we once felt are the norm, not the exception. By fostering an environment where creativity can thrive, we can bring back the joy and wonder that first inspired many of us to enter this industry.

Ways We Can Restore Balance and Nurture Creativity?

1. Take a Moment: In our fast-paced environment, it's essential to slow down. Take a moment to breathe and be present. By doing this, we create space for inspiration to strike. Mindfulness can help us absorb the creativity around us, whether it's a walk in nature or a quiet moment in a café.

2. Embrace Inspiration: Inspiration can come from anywhere— art, music, literature, or even everyday interactions. By staying curious and open-minded, we can draw from diverse sources, filling our creative well.

3. Release Daily Stresses: Allowing ourselves to daydream and disconnect from the pressures of daily tasks can spark innovative ideas. Daydreaming creates mental space for new connections and imaginative thoughts to form.

4. Create and Cultivate Connection: Building connections with ourselves, nature, and each other enhances our creative potential. Engaging in conversations, collaborating with colleagues, and seeking feedback can lead to fresh perspectives and ideas.

5. Let Go of Ego: Creativity flourishes in a team environment where egos are set aside. Encouraging open dialogue and valuing everyone’s contributions can lead to more innovative solutions.

6. Take Regular Breaks: Scheduled breaks are crucial for maintaining mental clarity and preventing burnout. Stepping away from our work allows us to recharge and return with a clearer mind and renewed energy.

7. Work Together as a Team: If you want to go fast, go alone. If you want to go far, go together. No one can journey alone in this industry. Collaborative efforts often yield the best results. Collaboration is also far more sustainable. Besides, have you ever actually met a lone genius in a creative agency? I haven’t. I’m pretty sure they’re all authors, artists, or engineers. By sharing ideas and supporting one another, we can create work that truly resonates.

Personal Insight. In my journey, I've become a huge advocate for physical movement. Being physically free is a form of mental freedom. I’ve found that movement— whether it’s a walk, a workout, or even a dance break— can clear the mind and spark creativity. In our fast-paced advertising world, where stress and burnout are common, incorporating physical activity can be a game changer. It helps us step away from our screens, reset our minds, and approach challenges with fresh eyes.

Movement encourages us to think differently, break down mental barriers, and connect with ourselves on a deeper level.

By integrating these practices into our daily routines, we can foster a more nurturing environment for creativity in advertising. This approach can reignite our passion for the work. When that happens upstream, downstream we should start seeing more noticeable, memorable, and impactful campaigns. We should start seeing work that resonates with real people. We should start seeing an advertising industry that’s as vibrant, impactful, and exciting as it once was.

Nicki Kythreotis - Senior Conceptual Graphic Designer

Tuesday 25th March 2025

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