In a decline for the ad industry, certain agencies demonstrate expansion and job creation
The advertising industry is undergoing a significant transformation, with the increasing use of AI and automation leading to changes in entry-level positions. According to recent reports, entry-level positions in the ad industry are being hit hardest by these changes, as many manual and repetitive marketing tasks are being automated.
Despite this, it's important to note that these changes are not eliminating entry-level roles entirely. Instead, the nature of these roles is evolving towards more oversight and orchestration of AI-driven processes. Junior talent is now required to have a stronger focus on strategic, creative, and orchestration skills to stay relevant in this new landscape.
This shift away from monotonous tasks like calendar management, audience segmentation, and basic copywriting is freeing up junior staff to focus on more strategic and creative aspects of their roles. AI tools are taking over the manual and repetitive tasks, allowing junior talent to act as conductors of an AI-powered marketing "orchestra."
The adoption of AI is not limited to large holding companies. Smaller, nimble agencies like Cape Agency and Nice&Frank are also embracing AI to boost efficiency and deliver great work quickly and efficiently. These agencies are attracting clients with their ability to adapt to the changing landscape and provide a more personalised service.
Nice&Frank, a 23-person creative agency, currently has seven to 10 open roles across creative, design, account, production, and strategy, primarily mid- to senior-level. Cape Agency, a new creative shop, is recruiting for another full-time role, as well as eight fractional roles, primarily senior-level jobs in creative, strategy, and account management.
The ad industry as a whole has not yet recovered to its pre-2023 peak of 228,000 jobs, with employment currently at around 219,500 jobs. Agencies are broadening their internship programs and recruitment pipelines to combat the lack of avenues for junior talent to break into the industry.
AI-related job skills are becoming standard in the ad industry, with mentions of AI in global job listings for advertising and marketing roles increasing more than 67% year over year. Agencies are seeking a different breed of talent, with hybrid skills that can translate creative work across social platforms.
Croud, a digital agency backed by ECI Partners, is hiring for 11 to 15 roles in the U.S., accounting for about 10% of its U.S. headcount. Croud has partnered with COOP, a fellowship program that supports first-generation college grads, to recruit from schools like Columbia, Emerson, and NYU. Croud has also expanded its 12-week summer internship program globally, giving underrepresented, early-career talent experience and mentorship.
Independent and private equity-backed shops are hiring in earnest, reshaping the profile of ad industry talent. DEPT, a global agency backed by PE firm Carlyle Group, is growing double digits and has more than 130 open roles across the Americas. DEPT requires every employee, from legal to analytics, to use AI in their daily workflow.
Junior talent looking to break into the ad industry are facing a shrinking pipeline of traditional entry-level roles. However, smaller and independent agencies often offer alternative opportunities for junior talent, as they tend to be more agile and may embrace new role definitions faster. While specific evidence from the current data on this remains limited, these agencies might also seek to differentiate themselves by investing in talent development in ways that larger agencies cannot.
Cape Agency is in the process of establishing a formal internship program through university partnerships. Known, a full-service agency, is currently hiring for 30 open roles, representing about 7% of its workforce. WPP and Interpublic Group have implemented cost-cutting measures, including layoffs and reorganizations. Staff-level jobs at U.S. ad agencies have declined by more than 10% since January 2022, according to Live Data Technologies.
In conclusion, AI and restructuring are reshaping but not eradicating entry-level roles in advertising, requiring junior talent to adapt and upskill for emerging hybrid roles. Independent agencies likely present alternative avenues, though explicit confirmation of this in the current data is lacking. Junior talent looking to break into the ad industry should consider upskilling in AI tools and seeking opportunities at smaller, nimble agencies that may offer more flexible and innovative roles.
- The evolving nature of entry-level positions in the advertising industry necessitates a stronger focus on strategic, creative, and orchestration skills for junior talent to stay relevant in the new landscape.
- Embracing AI tools is a standard practice in the ad industry, with AI-related job skills becoming essential across various roles, including creative, design, account, production, and strategy.
- To break into the ad industry, junior talent should consider upskilling in AI tools and seeking opportunities at smaller, nimble agencies that may provide more flexible and innovative roles, potentially offering alternative avenues in the industry.
