... but he's annoyed me enough that I'm blogging about it, so that's something.
For those uncool enough to know already, Edward Boches is the Creative Director of Mullen, a large ad agency in Boston. He is probably a nice guy, but what I suspect explains why he is the head of Creative at Mullen and I'm not is a combination of anatomy, timing, background, and dumb luck. I'm not sure how else to explain some of the rubbish he shares on Twitter.
Today's dump was the following:
The 30 percent rule: innovation calls for 20-somethings: Always make sure that 30 percent of the people involved... http://bit.ly/g0UCm4 about 2 hours ago via twitterfeedWhere do I start? How about ageism. Depending on who you hire, they could just as easily be as conservative and small-minded as the average person on the street. My research with changes in high school students over time suggests that they are in fact less intellectually daring than earlier generations.(As I say this, I'm holding my nose from the stink of generalizing about an entire generation. But if we're talking cohorts, let's talk.) Today's students tend to operate with a close eye on praticality, the bottom line, and pleasing the Boss Man. So if Boches is in the market for a fresh cluster of toadies, by all means, why stop at 30% twenty somethings? Why not all?
Another factor is the gruesome reality that employers such as Mullen can easily pay these twentysomethings a factor or two less than more experienced personnel. What happens when Toadie #3 turns 30? Will he want a raise? Will he advance? Or will he be chucked to the curb to decompose along with the rest of the aged?
How about that 'freshness of perspective'? That's a great idea -- sorta -- hiring your own in-house group of naives. But why do they have to be in their twenties? Why not hire someone new to advertising who's forty? Sixty? Fifteen? Again, the refresh rate here is rather brutal to anyone looking to build an actual career.
Finally (I'm running out of my head of steam), the best team is predicated by what you're selling. I don't really expect twentysomethings to relate to the Geritol set. And let's not forget, I predict a serious run on designer adult diapers as the baby boomers continue to grey out. Does that audience respond to the "ask/tell" mentality of their grandchildren? Did they 'get' the Old Spice Man (being old and all)?
All to say that Ed Boches just reconfirms that advertising is no longer a thoughtful, creative enterprise but one in which the decision makers perpetually seek to clone themselves with younger versions, and to come up with the hippest, trendiest gimmick at any given moment. Sigh.
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4 comments:
Margaret,
Since you took the time to write and no one seems to be listening or commenting, I thought I'd show up. Kudos to you for expressing yourself, though I think you misspelled native (naive.) Anyway, some of your points are right, but you misinterpret my points and my premise. My suggestion is simply that homogeneity is a problem and that young people aren't burdened by the past. And if you knew much about collaboration and the though leaders in the space, you'd know that I am not alone in this thinking; in fact I quote others who first put forth the idea. Nevertheless, while it doesn't bother me to be criticized, I write here to encourage your own critical thinking. It's easy to dis what someone else has to say. If you want anyone else to show up here, other than those of us who get notified in our Google stream, you need to put forth your own original thoughts, not simply criticize others. That being said, I appreciate your speaking your mind and having the courage to disagree with me. By the way, we hire lots of 40 and 50 year olds. Some even have original idea. Happy New Year.
Edward
First of all, your insinuation that Edward achieved his position through no or little work and talent of his own is unfair. In my experience with the man, he is very well-deserving of the success he's achieved. No, I'm not sucking up to get a job - I don't like Boston that much and I can't stand Sox/Patriots fans.
On to your actual arguments -
Adolescents go through great change in their college years. I know I have, and so have most of my friends. Therefore, it's inadequate to predict their professional actions based on a study of their high school years.
I also disagree on the paycheck argument. It's the employees responsibilities to know, and request, their fair market value - regardless of age. I recently had to learn that the hard way, but hey, I deserved it for being ill-prepared and I'll be ready next time.
However, as a 20-something about to enter the job market, I do have a different opportunity than many of my elders. I can sacrifice some paycheck to work in an environment that provides stellar opportunity because I have less imminent financial obligations than many 30-somethings.
When debating freshness of perspective, I think it's more important to look at it as freshness of perspective in life, not within the ad world. If your agency is filled with people from one generation, older or young, you lose the opportunity to tap on the experiences from other generations on a daily basis. When you have people from all different life experiences working together, flow of knowledge increases because everyone's knowledge gaps also increase.
Finally, I full-heartedly disagree with your last argument. Sometimes (often) you NEED, or can benefit from, that different perspective on a situation or a market. I'd never want a team full of millennials working on a campaign target at millennials. We'd miss something, probably something obvious, because we're members of the target.
To Edward and Colby:
I suspect we can argue about the nuances of what was said/not said. That having been said (sic), I am quite comfortable with my level of critical thinking. My more formalistic scholarly and general interest work is published elsewhere; I use this blog mainly as a way to float a variety of ideas relating to media engagement, which are reflected in the over 100 postings over the last few years. Check out the archives when you get a chance.
What I read from these comments: a) other people have floated this 30% theory before me (yet) b) you need to cultivate your own creative thinking; c) Ed is a good guy; d) the marketplace is fair, and compensates workers accordingly.
Of these, I agree with c); Ed has the courage and good graces to debate me with good intentions, for which I am very grateful. I look forward to meeting and intellectually tussling with Ed in person someday.
I am puzzled by Colby's vehement disagreement wit me about age diversity in the workplace, as that was the very point I was pushing in response to the '30% 20something proposal'.
Ironically, we agree on the need for divergent perspectives in the creative workspace, one that ideally incorporating differences in age, gender, race, upbringing, etc. I wish him the best in this tough job market, and hopes he reconsiders his antipathy towards Boston. : )
I'm always open to new challenges, like co-existing with Sox fans, so who knows where I'll be in a few months.
And we're all on the same side of the fight to further intelligent debate, so holiday cheers to that!
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