“Ageism Is Alive & Well” Why Ad Veteran Steve Allen’s Appointment Is Proving Such A Big Deal
It’s been just under two weeks since erudite industry veteran Steve Allen was welcomed to a new role at Pearman Media, but industry fanfare continues, unabated, in celebration of the moment.
At time of writing, a single post from Greg ‘Sparrow’ Graham’s LinkedIn, celebrating news of Steve Allen’s appointment at Pearman, has at least 7,000 views, more than 245 reactions, and a comments section full of resounding praise.
“Youth is wasted on the young!!” Pearman Media founder and managing director Dominic Pearman wrote in response to the post.
“My first boss in Media and still the smartest. Congrats Pearman on an inspired hire,” another respondent, Mindshare Sydney contractor Kristin Muter, wrote.
What is it about Allen’s appointment that resonates so strongly within ad-land?
In an industry dominated by youth, some commentators have welcomed the news as proof that ‘ageism’ (and the idea that adlanders need to be digital natives) is “a load of frog sh*t”, as one put it.
But according to the man dubbed “Australia’s most experienced media guy”, ex-colleagues, compatriots, and other members of industry have responded to his employment so strongly because he hasn’t “popped out for a long while”.
“I’m a craftsperson,” Allen tells B&T. “I’m not looking for the limelight. I really like working on solving client problems, and developing client strategies, and I’ve worked very hard at that.
“I’m not out and about a lot—I’m not a networker—because I just concentrate on the craft side.”
On announcing Allen’s appointment as director of strategy and research at Pearman Media, Dominic Pearman said: “There is no one else in Australia with Steve’s ability and experience who could fulfill this role—we are excited to have him on board.”
His knowledge is priceless, and its something that can only be acquired with one thing—age.
Graham, a panellist at B&T’s most recent Changing the Ratio conference, believes there is a continued ageism within ad-land, highlighted by the fact that the average age of employees in media communications remains around the 30-years-old mark, and that there are no awards celebrating older adlanders.
“It’s very rare to have people [employed in ad-land at Steve’s age], let alone my age,” Graham told B&T, after sharing his support for Allen’s appointment.
“For him to be taking on a cool role, like strategy, is brilliant.”
According to the Media Federation of Australia’s (MFA) most recent industry census, the average industry person is 31.8 years old, more than likely a woman (61 per cent), has 8.1 years of experience, and is likely to have an average agency tenure of 3.4 years.
B&T has reached out to the MFA to determine how these rates have changed since the coronavirus pandemic. However, the association advised that updated data will not be available until February 2021.
“If you’re over 30, people think that you’re past it,” Graham said. “I don’t think the industry values experience or wisdom, and he’s [Allen’s] got all of that … there wouldn’t be anyone else that I think would have that depth of knowledge.”
Allen says that he hasn’t personally experienced ageism within ad-land, which he says could have something to do with having been self-employed for many years.
However, he says experience has shown that Australia does not have the same respect for “older fellas” that other countries do, particularly on the service side in media planning and buying.
“Most of the marketing departments,” he says, “are in their 20s, 30s and only occasionally in their 40s, and of course some of them want to deal with people like them.”
It’s also why there’s potentially some bias in where money goes by target audience, he says.
Allen adds: “Why are people over the age of 55 rarely targeted by any television brief? Given that Baby Boomers have got 80 per cent of the wealth, that doesn’t seem to make sense does it?”
Television isn’t alone in its prejudice: as revealed at Changing the Ratio last year, radio ratings currently stop at age 54, even though people in their 60s and above account for a large segment of the audience.
In addition to this, Nielsen stops their surveys at age 60.
Note: This article has been updated to reflect information obtained from the Media Federation of Australia.
Please login with linkedin to comment
-
Latest comments
Latest News
TV Ratings (06/05/2024): Emotional Lego Masters Goodbye Does The Numbers For Nine
And we thought Lego could only make you cry when you accidentally stood on a piece.
Lisa Wilkinson AM To Join Cannes In Cairns As Keynote Speaker
Multi-Award Winning Journalist and TV Host Lisa Wilkinson AM to speak at Cannes in Cains, sponsored by Pinterest.
Mamamia Names Natalie Harvey As New CEO
Mamamia has today announces the appointment of Natalie Harvey as Chief Executive Officer.
‘The Media Has A Way To Go On Diversity’ – Diversity Council Leader Lisa Annese On Industry Diversity And Why Sunita Gloster Is An Important Addition To Their Board
Few are more qualified than a Gruen regular to knock adland and the media into shape on diversity.
Mike Shows Up At A Wake And Still Hasn’t Seen That Show, In Latest Instalment Of ‘I Saw It On Binge’, Via Thinkerbell
Why is it we pay for 19 SVOD accounts namely due to FOMO but then rarely bother to watch the shows anyway?
Flexiroam Partners With Specialist Agencies To Launch “Ready For Anything” Global Campaign
Do you return from overseas with Bali belly, a possible STI & a huge phone bill? FlexiRoam may help with the last one.
Samsung Unveils Power Of AI To ‘Upscale Every Moment’ With Neo QLED 8K
Got mates who brag about their 83-inch, 10K resolution, OLED screen TV? You're just as bored & baffled as all of us.
Media-Wize Wins AUSCERT PR Account
Media-Wize calls itself "a media training and technology and cyber security PR agency". Think nerds with better hair.
Snapchat Taps Gelato Messina In New Brand Campaign
B&T needs little tempting to scoff more Gelato Messina. Apart from having to go up a size.
Travel Insurer Trippi Draws Ire From The Brazilian Embassy Over Cheeky Brazilian Ad
There's a very fine line between "playful" and "utterly offensive". These ads are almost a dictionary definition of it.
Racing NSW Hits Tabcorp With Legal Action Over $6 Million Revenue Loss
Here's some horse racing news that thankfully doesn't require a silly hat or passing out in a nearby rose bush.
AI Tools Such As ChatGPT Leading To ‘Content Overwhelm’ Among Marketers
Study says tech leading to an avalanche of content for marketers. Not to mention having to read the instruction manuals.
Stake Appoints 72andSunny As It’s Creative Partner
72andSunny nabs Stake's creative. And by that we mean the investment platform, not the nemesis of all vampires.
61% Of Aussies Want Corporate Australia To Stay Away From Social & Political Issues Leo Burnett Study Finds
Do you love a study that appears to fly in the face of every study before it? Be mesmerised by these results from Leos.
Brendon Cook, OAM, Inducted into the OMA Hall of Fame
Other than Australia's typically pleasant weather, no one's done more for outdoor than the former oOH! boss.
New Campaign Highlighting Renewable Gas As A Crucial Component Of Energy Transition
It's hard not to make a renewable gas ad sound like a tedious Year 9 science lesson. So well done to the agency here.
Love Media Welcomes Alana Dowling As New Client Director
Seasoned media pro Alana Dowling joins the Love Media team. Clearly replacing someone who didn't love it
B&T 30 Under 30 – Where Are They Now? Until Recently, Prison!
A prestigious 30 Under 30 gong can get you headhunted, promoted or, in this instance, a two-year stint in the slammer.
“We Will Never Tell A Journalist What To Write” – Nine’s Aimie Rigas On How Data Is Shaping News
Data becoming the journalist's tool for more engaged content. Still not beating dodgy MAFS contestants or a Kardashian.
Beware The Bad Guy. Billie Eilish Fans Brace Themselves For Scammers
Thought getting Tay Tay tickets was an unimaginable nightmare? Read on as Billie Eilish promoters say hold my beer.
Twilio Names Chris Koehler As CMO
Chris Koehler named as Twilio's CMO. Which may prove a prickly tongue twister after a lengthy open bar tab.
ARN Announces Ad Sales Partnership With The Athletic
Can we slow the rotation of the sun? Because that's the only way we'll fit all these new podcasts into one day.
Burger Wars Continue As Hungry Jack’s Brings Back The Big Jack & Mega Jack
Hungry Jack's' Big Mac ripoff set to return after recent legal win. Still no one racing to clone the Filet-O-Fish.
Diverse Voices, Sustainable Choices: Natalie Dean-Weymark On Why Sustainability Is A Non-Negotiable
Here, Compass Studios' Natalie Dean-Weymark talks diversity in media. It's the human equivalent of the Family Assorted.
New Partnership Between The Sweetshop And The Gardening.Club
Thought you'd be getting tips on aphids & fungus gnats from this Gardening. Club news? Prove yourself totally wrong here.
‘A Very Rare Breed Of Creative’ – Clemenger BBDO hires Chief Creative Officer
B&T's chatting with Clems boss Dani Bassil on Adrián Flores CCO appointment. We never got to Italian or Thai herbs.
Concrete Playground Debuts Innovative Urban Exploration Platform With Lexus As Launch Partner
Concrete Playground announced the launch of its redesigned website in partnership with Lexus. This partnership introduces a new era of urban discovery, enabling a deeper, more intuitive engagement with cities through a state-of-the-art digital platform. Revolutionised Digital Experience Concrete Playground’s website has undergone a significant transformation, designed to enhance the way users interact with their […]
Mindshare And The Brand Agency Take Top April’s New Business Rankings
Which agencies soared like an eagle for the month of April? As in stellar performance, not Eddie the hapless ski jumper.
Suntory BOSS Coffee Fuels Ambition With New Campaign From It’s Friday
Does your workplace have a strict, policed illegal drug policy? Then Suntory BOSS Coffee will have to do.
Resolution Digital Wins MyPlates Media Account
The best thing about personalised number plates is it makes spotting wankers on the road far easier. And drug kingpins.
Debunking The “Three Year Lie”: A New Approach To Retail Digital Strategy
This columnist says it's wrong to claim digital always has a three-year pay off. Has no opinion on the seven-year itch.
TV Ratings (06/05/2024): The Farmer Is Back And He Wants A Wife
It was a good night for lovers of farming and love.
The Growth Distillery Unveils The New Rules Of Influence
The New Rules Of Influence has arrived. And there appears to be no "difficult second album" syndrome here.
Whittaker’s Launch New Brand Platform, ‘Hello Chocolate Lovers’ Via Bastion Shine
New Zealand chocolate brand continues its insidious march into the Aussie market. Much like New Zealanders themselves.
Tyro Shows They Are ‘Into Business Big Time’ With New Brand Campaign Via Howatson+Company
Think finance isn't funny? Think again with this fun work. Yes, it still applies to funeral homes & Clive Palmer ads.
IAB Study Finds 66% Of Advertisers Have Five Or Less Years Experience With Affiliate & Partnership Marketing
Study finds advertisers & agencies not overly experienced with affiliate marketing. The opposite to networking drinks.
It is great to see talent like Steve’s being appreciated. He has a lifetime of experience, at the highest level, across a multitude of industries.
James Vosper
I stayed in the industry until I was in my 50’s and saw so much great experience pushed out of the industry. It needs a diversity of ages and experience to reflect the diversity of consumers.
Huge congratulations Steve Allen. Onya boy! From a 71 year old still running his own shop, its great to see we haven’t all been consigned to dust-covered history books. Today’s ad world is driven by lots of data and information, but thankfully its great to see, there is still space for wisdom. Keith Blanket. Bullet Marketing Solutions.
I would love to see B&T run the 50 over 50 awards…we may even help you sponsor it!