By Ralph Tathagata

The landscape of advertising and marketing has shifted significantly in the last few years. The revolutionary shift began in earnest when social media opened up new avenues for creative expression and started giving instant popularity and voices to individuals even in the remotest corners of the world.
‎
‎In order words, at the moment, it’s easy for someone to get on TikTok or YouTube and build a very great community or audience running in millions of followers, and make a living doing that with a lot more ease than getting a job working at an advertising agency or a design studio.
‎
‎To further demonstrate that such new media celebrities can no longer be ignored, the 2025 Cannes Lions International Festival of Creativity refocused and renamed its Social & Influencer Lions to the Social & Creator Lions to reflect the increasing importance of these individuals who are popularly known as creators in the creative industry.
‎
‎Again, the festival has also made significant changes, including a new category, Creator & Influencer Marketing, with five subcategories specifically designed to highlight the best creator-led marketing campaigns. WIth a dedicated LIONS Creators programme, it now provides networking and learning opportunities for those involved in the creator economy.
‎
‎However, the fundamental question on the lips of integrated marketing communication industry watchers is, do these young creatives or creators still need to work in advertising agencies?
‎
‎Indeed, while a few think that young creatives can afford to go solo in their career, many argue that agencies still offer valuable learning opportunities and professional networks. They strongly believe that flexible pathways must be created for younger people to get into the marketing communications industry to show them the value of joining agencies.
‎
‎Moreover, many creative practitioners, especially young talents, are losing interest in working for big traditional agencies, obviously because of the pressures of the industry and other bottleneck. Also, brands are looking for more for less, for things to be done more quickly and often seem to be engaging individual creators.

Also Read:Agencies battle talent loss amid relentless poaching

‎What’s more, the power of social-first has transcended channel play and has become a brand building strategy. Meanwhile, as more brands embrace the social-first paradigm shift, agencies must find new ways to articulate the value of what they do for clients.
‎
‎Agencies should ensure close collaboration with brands where more senior talent is working directly with clients and allowing creative people to do what they do in a structure that feels more designed to prioritise their needs when it comes to being creative practitioners in the industry.
‎
‎On their part, young creatives should consider working for agencies because it offers valuable learning experiences, networking opportunities, and a chance to apply their skills in a community of diverse talents and experts. Agencies often provide access to cutting-edge technologies, mentorship, and a broader range of client work, which can accelerate the career growth of young creatives and build a strong portfolio.

Also Read:Agencies that struggle with project management, compromise campaign success – Williams

‎Meanwhile, some agencies with strong internal networks offer mentorship programmes that help young creatives connect with experienced professionals and learn from their expertise. By working on different projects for different clients a young creative can leverage opportunities to build a strong portfolio showcasing a range of skills and creative styles.
‎
‎Young creatives should, therefore, be connected to the creative community to learn a bit more about what the industry does, especially about the craft, the rigour, and strengthen their ability to take what they already do to the next level

Also Watch:MARKETING EDGE ONTV