Stay Hungry, Always.

Image courtesy of Nature's Dawn

It happens in almost every profession I can think of. In fact, I am writing this not because of advertising, but because of a stellar HBO show called The Wire. The first and second seasons (and maybe more) feature older detectives who have, well, given up. They play cards, they drink on the job, they come in late, leave early and care only about a pay check. But once, they must have wanted to be cops, right? They had a passion for police work and keeping the streets safe. Over the years, that passion becomes apathy, and then resentment.

The same can be said of way too many advertising professionals. Maybe it's caused by decades of great ideas that have been flushed down the toilet. Perhaps kissing the butts of clients has left a sour taste. Or, it could be that a career of making money for other people, and not themselves, has had an effect. It's certainly not the high-paying career that the movies portray it as.

So, they phone it in. They rip off ideas from old annuals. They don't challenge creative briefs. They lie down when awful client changes come in, making Frankenstein's monsters of two different campaigns. Then, they spit vinegar about every job, bringing everyone down, before hitting the bar and sleeping it off until late the next morning.

The trouble is, advertising doesn't have the same "protections" as the police force. Most agencies will kiss you goodbye in a second when a younger, cheaper, more talented ad professional comes along. And the cycle will begin again.

So, whether you're 22 or 52, the hunger you had to get into the business needs to be maintained. And it can be done. For a start, knock the chip off your shoulder. Luke Sullivan, someone I look up to on a daily basis, has said that there were times he thought he was above a piece of work. He admits it was wrong to think that. The truth is, no one is above anything in this business. Banner ads are paying work, just like billboards, and they could be award-winners if you give them a chance.

Don't separate yourself from the youngsters coming into the agency. Feed off their enthusiasm. Stay with the latest music, movies and cultural trends. Go to gigs. Shop in stores you aren't used to. You don't have to buy anything, but look at the way advertising is aimed at different target audiences. Take in some theater. Comedy. Read advertising books galore, because you are NEVER too old to learn anything. Go to lectures and workshops. Get your book critiqued! The more you stay interested, the more you will want to be a part of it. And the less of an old, washed up ad curmudgeon you will be.

Stay hungry, always. It will benefit you with a better portfolio and career, and the rest of us with your killer work.