Bullard: No te vuelves menos creativo a medida que envejeces
For Nicky Bullard, Chairman and CCO at MRM Meteorite, people don’t get less creative as they get older. “We are obsessed with youth in our creative departments. What is wrong with us? Surely age brings craft and experience” she said after her recent address at the Eurobest festival, where she noted that in the audience only one person was more than 55 years old. “Disruptive thinking doesn’t belong just to the young, and you can’t put a price on the value of experience. Why then, are we an industry tarnished by ageism – especially when diversity is such a hot topic across the industry?” she asked. Bullard explained that in the U.K., people under 30 years old account for 45% of agency staff, while those over 55s account for just 5%. “And I bet you they are sitting in the boardroom. Not in the creative department” she added. According to a FastMap survey, 68% of British 65 to 74-year-olds ‘don’t relate’ to advertising. She asked herself if this is because “we’re not getting them?” “Who taught us about the beautiful idea. About craft. The ones who gave us their precious time, but we no longer have time for. Who we will not hire. Who we’ve abandoned just because of a number” she said. She concluded that the advertising industry clearly isn’t as free thinking as they think. “We are obsessed with youth at the expense of brilliance, richness, and experience.”
