Last year, 4A’s released a study showing that one-third of agency professionals plan to leave their workplace each year. Deutsch LA calls this the “agency talent rotisserie,” because we are all just slowly roasting chickens, moving from flame to flame.
But agency professionals are not normal chickens by any means. In a new report from Deutsch LA and the 4A’s called Ending the Agency Talent Rotisserie, which we first mentioned last week when the agency sent some amusing promo videos, the two organizations interviewed 1500 ad men and women to find out why one flame is never enough.
Compared to other industries, advertising people see themselves as creative, extroverted, and rule-breakers. The number-one reason people left their agencies was growth opportunity, but growth might not be fueled at another agency. Instead, 50 percent of the survey group said it wouldn’t be hard for them to fit into other industries, and most don’t see agencies as super creative. 60 percent said Apple is the most creative company they know, followed by Google and then Nike.
So we’ve got a bunch of boundary-breaking birds, looking to do something else besides the painful agency slow burn. They’re not afraid to leave, taking talent, brand knowledge, and client relationships with them.
The numbers show some change has to be made. Predictably, Deutsch LA’s solution to the Agency Talent Rotisserie involves creating more playful, startup-like environments where agency pros can test their skills, get creative, and learn from each other. Whether you like it or not, it’s time to cut the crap and shake up a traditional system. Chickens can’t get creative when they’re standing in boxes with their beaks cut off.
Check out more images from Deutsch LA’s presentation along with their more detailed steps for improvement after the jump.