The career of a professional athlete can be short lived. In this column, Talent Run chief runner and industry headhunter Amy Lee reflects on what the industry’s talent can learn from Olympians.
Earlier this year, I attended my cousin Bruno’s wedding. He married an Olympian.
The wedding guest list read like the Australian swim team. Current and former Olympians filled the room, swapping stories from training camps, world championships and Olympic Games. Even at the hens party, my mum, sister and I quickly realised we were the only ones who didn’t own Australian Olympic merchandise.
But amongst all the stories of medals, world records and elite competition, one thing stood out.
Every Olympian had a Plan B.
Some had already started businesses. Others had moved into coaching, media, education or corporate roles. They all understood that competing at the highest level was only one chapter of their career.
No one expects a professional swimmer to compete at the highest level until they’re 65. They are lucky if they get to 25!
So why do we expect advertising careers to follow a straight line from graduate to retirement?
As the founder of Talent Run, I’ve spent the past few years speaking to thousands of people across agencies, in-house teams and brands. One pattern keeps emerging. Advertising careers rarely follow a linear path. And salaries often resemble a bell curve.
The early years are exhilarating. You’re learning at speed, building a folio, working long hours, collecting awards, chasing promotions and saying yes to every opportunity. I still remember my first role as an Account Executive at George Patts Melbourne. I was more than happy to stay late or come in on weekends simply to be part of the work, although working on Carlton Draught and VB probably helped.
By your late thirties and early forties, many people reach their highest earning years. They’re Creative Directors, Strategy Directors, Managing Partners, Heads of Design or Client Service leaders. They’re leading teams, pitching major clients and producing some of the industry’s best work.
Then something changes.
Not because they’ve lost their talent.
Because the industry and life circumstances change around them. Agency restructures, cost pressures, consolidation, burnout, family priorities, AI and the simple reality that there are far fewer executive roles than there are talented people ready to fill them.
“The industry has never had a shortage of brilliant people at every career stage. As AI transforms our work, creative leadership requires deep empathy and a clear vision,” said Vanessa Tout, managing director of VML.
“We need to embrace juniors and help them build the foundations that will keep our future talent pipeline alive and healthy. Equally, we need to support experienced people to evolve into M-shaped careers; from being anchored in one specialist craft, to flexing across multiple capabilities.”
Recent industry data highlights the challenge. According to Advertising Council Australia’s Create Space Census, only around 4 per cent of people working in advertising are over the age of 55.
So where does all that experience go?
Perhaps we’ve been measuring success too narrowly. Too often, success in advertising is defined by a job title or acronym…ECD, CSO, MD, CFO, CSD, GM.
I wonder if success should also be measured by longevity, adaptability and the ability to reinvent yourself. After all, Kylie Minogue’s career has spanned four decades, not because she stayed the same, but because she continually evolved.
Maybe it’s time we started thinking about career planning the way elite athletes do.
Not as an exit strategy. As an evolution.
While working in agencies, we should also be investing in new skills, immersing ourselves in emerging technologies, mentoring others, consulting, and gaining board experience. We should be building the next chapter of our careers before we need it.
Just as Olympians prepare for life beyond competition, advertising professionals should be preparing for the opportunities that follow agency life. It isn’t a Plan B. It’s a Plan Next. Some become consultants, founders, mentors, board advisors, freelancers, client-side and in-house leaders, educators or entrepreneurs.
Their careers don’t end. They evolve, and many continue making an enormous contribution to our industry.
The future of our industry won’t be defined by who enters it. It will be defined by how well we help people navigate every chapter of their careers.
