Ad Execs Debunk Ageism: Experience Thrives in the AI-Driven Ad World

What Happened

An advertising executive ignited a debate about ageism within the marketing industry, responding to concerns about WPP's struggles and media narratives. John Long, Executive Creative Director at Digitas, challenged assumptions that older advertising professionals must desperately learn generative AI to remain relevant. His LinkedIn post sparked discussion, garnering significant attention and challenging widespread perceptions.

The Core Argument

Long's argument centers on the idea that professionals now around 40 have spent their entire careers immersed in the digital ecosystem. He pointed out that a 40-year-old in 2025 would have been 19 when Facebook launched and 22 when the iPhone debuted. This generation, Long argues, has consistently adapted to technological shifts and created innovative campaigns across digital platforms. So, the notion they are struggling to grasp AI seems unfounded, almost insulting.

Adel Borky, a marketing professional, introduced the concept of "Technoplasmosis," coined by Rory Sutherland of Ogilvy UK. Technoplasmosis describes an affliction from overexposure to marketing materials from ad-selling companies. Borky suggested some younger professionals might know more about selling ads than creating effective campaigns, turning the ageism argument on its head.

Industry Context

The debate unfolds amid significant industry changes. WPP reduced its workforce by 7,000 and saw revenue declines, while Publicis surpassed WPP as the world's largest advertising agency. Meanwhile, investment in AI for marketing surged to $124.3 billion in 2024, according to McKinsey. These factors create an environment ripe for discussion about talent management and the evolving roles of humans and machines.

Major platforms are aggressively pushing AI. Meta CEO Mark Zuckerberg envisions a future where businesses provide only objectives and a bank account, leaving everything else to AI. This vision met with skepticism from agency leaders, highlighting a tension between technological determinism and the continued need for human expertise.

Why It Matters

This discussion challenges preconceived notions about age, experience, and adaptability during rapid technological change. WPP Media research suggests that 71% of experts believe AI will produce most creative content by 2030. The core question now is: who is best equipped to leverage these technologies effectively?

Small and mid-tier brands are adopting AI creative tools faster than larger enterprises. These smaller companies leverage AI to produce professional-quality content without large budgets or teams. This suggests that AI adoption is less about individual age and more about organizational structure and resource allocation. This reveals a potential blind spot for larger agencies stuck in old habits and hierarchies.

Our Take

The advertising industry is at a crossroads, balancing human creativity with increasing automation. The debate sparked by Long's post highlights the importance of recognizing the value of experience and adaptability. Dismissing seasoned professionals based on age is not only unfair but also potentially detrimental to an industry that thrives on innovative thinking. Ironically, the skills needed to navigate constant change in the digital landscape may be more developed in those who have already weathered several technological storms.

It's not about being a digital native; it’s about being a digital survivor. As Rory Sutherland commented, "Experience makes you faster at the new."

The Bottom Line

Advertising organizations must structure teams and evaluate talent recognizing that both human judgment and technological prowess are vital. The companies that strike the right balance will likely be the ones that thrive in an increasingly AI-driven world. The key isn't fearing disruption but strategically integrating technology while maintaining a focus on client partnerships and creative excellence.