Empowering the Next Generation of Creative Leaders
The current cultural moment demands creative work that goes beyond previous standards. Creatives today must stay attuned to a pulse that beats faster and more erratically than ever.
What will keep us from a flatline? The rising generation of creatives, raised on online conversations, personalized algorithms, and rapidly shifting trends. This diverse and highly culturally aware generation has the potential to take creativity to the next level — if properly empowered to do so.
Calling Your Creative Bluff
Creativity at its core is fun — but the enjoyment that comes with brainstorming and out-of-the-box thinking should not be confused with being simple or easy. Crafting impactful creative campaigns requires a high level of thought, research, and smarts to really make an impact, especially in an evolved media landscape. As John Fiebke, FCB Chicago’s Head of Copy, emphasizes, creativity is not about “being different just to be different or silly just to grab attention. It’s putting big brains on big problems and arriving at solutions that truly connect with others.”
The next generation of creatives understands this well. Having grown up immersed in digital culture, they have a sixth sense for spotting inauthenticity and creative that is lacking in relevancy. As consumers themselves, they know what makes a compelling ad, and perhaps even more importantly, what makes a bad one. Successful creative means, “creating something that people want to spend time with,” Fiebke notes. “Nobody wants to look at an ad — you have to earn that attention and if you get it, be entertaining or thoughtful or provocative. Don’t insult the consumer by wasting their time.” The engrained knowledge that incoming advertising professionals have is their superpower, and when wielded correctly and properly nurtured, it can translate into strong results.
Empowering Diverse Thought
Fostering diversity of thought within teams is the key to developing campaigns that resonate with consumers. Gen Z is the most racially and ethnically diverse generation and can offer an enriched cultural perspective as they enter the advertising scene. It is essential that the next generation of advertising visionaries feels empowered to bring their differing world views and experiences to their creative ideation.
“Everybody is different, and we need different voices to connect with different people, in different ways that haven’t been seen before,” Fiebke expands. “There’s no one way to be a human and the more varied the perspectives the better.”
As advertising continues to evolve, it’s clear that empowering the next generation of diverse creative perspectives is not just a necessity, but fundamental to crafting meaningful work that makes an impact in today’s culture.
FCB in Action
In a move to empower young creative voices, FCB Chicago held its first-ever Explore Internship Program recruiting event, which featured a brainstorm session with Fiebke. “I approached the brainstorming session by trying to think back to what I would have wanted to hear from somebody in my position when I was just starting out,” says Fiebke. “There’s a serious learning curve to working in an agency, and we need programs like this to help bring new people into the field without just dropping them off and wishing them luck.”
Fiebke’s advice to the next generation of creatives is this: “Understand that you, yourself, are a brand. Be a unique one. Don’t try to be the same thing as everybody else, and don’t try to solve things the same way everybody else solves them. Having a unique point of view goes a long way.”
The recruiting event also featured a panel of previous FCB Chicago interns who have since entered full-time roles. We spoke with some of the panelists about their professional growth experience and the advice they have for creatives just starting out.
Let’s Hear from Next-Gen Voices: Tips from Previous FCB Interns to Rising Creatives
Anna Cabello: 2023 Copy Intern, now Associate Copywriter — “Push through and keep applying. Perseverance is a critical skill in the world of advertising, and you'll use it every day in every project. Once you're in an internship, be the sponge. Soak everything up.”
Alyssa Forman: 2023 Strategic Planning Intern, now Associate Strategic Planner — “In interviews, I learned that being genuine and unafraid to show my perspective, my talents, and what excites me, with humility and in a true spirit of wanting to learn and grow, played a major part. No one has your perspective, your life experience, and how that influences your skillset is unique to you — lean into it.”
Alexia Smith: 2023 DE&I Intern, now DE&I Specialist — “I think the best thing you can do is keep trying and expect to receive 100 ‘no’s’ before you receive 1 ‘yes.’ Once you secure your first internship, talk to EVERYONE, learn EVERYTHING you can, and put your best foot forward every day.”
Devin Campbell: 2024 Account Associate Intern, now Account Associate — “Go out and meet every person you can. Learn from everyone you can, show your interest and excitement. And find a company that aligns with your personality. This will allow you to be your full self at work and this makes your work and creativity 100% better.”