“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.”

SYDNEY, AUSTRALIA – MAY 30: B&T Changing The Ratio 2019 at NSW Teachers Federation on May 30, 2019 in Sydney, Australia. (Photo by Lisa Maree Williams/Getty Images for B&T)
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

Air New Zealand & Bastion Shine Save Christmas With Their Latest Campaign
When it comes to New Zealanders, are they really just glorified Tasmanians who are much better at sport?

Google To Pay $111m To News Publishers In Canada
Google lumped with latest $100 million-plus fine. Which, when it's all said & done, is like 50 cents to the rest of us.

Thursday TV Ratings: The Chase Takes The Crown For Entertainment
Much like navigating the single-malt whiskey menu at Rockpool, Thursday night TV proves a tricky one for network bosses.

Before Adland: Luke Spano’s High-Stakes Switch
The Avid Collective MD reveals his life pre-adland. As exciting as it is, it's not international playboy spy & Lothario.

New Study Busts Aussie Advertisers Over False “Clean, Green & Sustainable” Claims
Aussie adland in strife over some of its 'green' claims. By that we mean environmental claims, NOT fibrous vegetables.

Network 10’s Rod Prosser On TV Ratings: “One Measurement System Is Better For The Industry”
The only thing B&T would love more than a chat with Rod Prosser would be a game of squash. Yes, he's a 'yellow dot' man.

It’s Friday Quiz Time Again!
Take B&T's trivia quiz for your chance to win a $100 booze voucher and possible cirrhosis of a major internal organ.

Innocent Bystander Wines Challenge The Boring With New Campaign
As the Latins famously say "in vino veritas" or "in wine, there is truth". And, truthfully speaking, B&T hated this ad.

Apple Enlists Taika Waititi For Gorgeous (& Not Christmas) New Work!
Think the month leading into Christmas is all Curtis Stone's Christmas prawns? It's Apple to the rescue today, readers.

Clean Up Australia Unveils Brand Refresh Via uberbrand
Do you have "litterbug" on either your resume or LinkedIn profile? Change your trashy ways immediately on this news.

Musk: Advertisers “Go Fuck Yourselves”
B&T warns this article contains language readers may find offensive. And by that we don't mean Elon Musk.

Triple M Puts The Gold Back In The Gold Coast
The Gold Coast is Australia's "glitter strip". That is if you think bogans, bikies & personal trainers are "glitter".

SenateSHJ Launches New Trans-Tasman Practices
SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]

Nova Shakes Off Swift Mania With Dedicated Station
Want to make yourself the most despised person in the office? Read on with the launch of Taylor Swift radio.

QMS CEO John O’Neill On His Plans To Get OOH Spend Up To 20% (Watchout TV!)
B&T's chatting with outdoor supremo, QMS' John O’Neill. Eerily the outdoors never got mentioned in any small talk.

AANA’s New Code Means Stricter Rules Apply To Advertising To Children
There are now stricter ad rules applying to kids. Yet, nothing a bottle of Fanta & a box of Froot Loops can't fix.

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

“Cut The Crap!” Piers Morgan Sensationally Outs “Royal Racists” On His TV Show
The corgis, anyone in the Palace with a funny hat & even Camilla off the hook, as Piers delivers royal racist dirt.

Wednesday TV Ratings: 365,000 Sign Up To Watch The Last EVER Hot Seat on Nine
Mrs McGuire reportedly unhappy about Eddie loafing about the house after Nine cans Hot Seat.

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

It’s The Best Of The Best – Directors Of First Impressions, Presented By Finecast, Part Of GroupM Nexus
They're the ones with the best hair and the whitest teeth! Yes, it's adland's top 10 directors of first impressions.

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses
Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

PubMatic Nabs Luke Smith From Seven West Media
Seven's Luke Smith quits for PubMatic. However, he's still in line for one of James Warburton's annual Christmas hams.

Slew Of New Hires At Snap Inc.
Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Michael McLacren Confirmed As Deb Knight Replacement For 2GB Afternoons
Think AM radio has a bit of an angry boys' club feel? It's not improving things with this news.

Reddit Gets Playful Brand Refresh
This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

World Square Counts Down To Christmas With Sydney’s Biggest Advent Calendar
Hopefully this news will get you in the Christmas spirit. Either that or go and stand in Westfields for nine hours.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

B&T’s Search For Australia’s Greatest Ad Part 5!
B&T's vote for Australia's greatest-ever ad is much like the recent referendum sans the mudslinging and Kamahl.

Ignite the Thrill: National Drag Racing Championship Unleashes Media Campaign Via Murmur Group
If there's one sport in the world that's thumbing its nose at global emissions, it's probably drag racing.

Rethink Ink: Is It About Time You Reconsidered Print?
Print's not merely an excellent vehicle for brands, it's also perfect for getting the barbecue alight for the sausages.

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]

Cannes In Cairns Media Accreditation Open Now!
Work in media? Want to cover next year's Cannes In Cairns? There'll be no free piña coladas without this form.

In-House Agency Council Research Report: 78% Of Marketers Now Work With An In-House Agency
In-housing is definitely an industry hot button topic. Admittedly still a long way behind office affairs.

OMA Announces Winners Of The Q3 Creative Collection Competition
Who doesn't love the out of home medium? Apart from the very real chance of being shat on by a bird.
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!