In diversity there is also the word old

The average age of Nobel Prize winners is a staggering 60 years. And, at least for me, winning a Nobel Prize has a great deal to do with creation or creativity, because these people generally challenge existing ways of thinking, beliefs, and research. They discover and blaze entirely new trails in a specific field. And that, in my opinion, is exactly how the essence of creativity can be described: doing something truly new. In agencies, however, there’s a bit of a youth obsession. This may be because true seniors (pun intended) not only have a few more candles on their birthday cake but also a few more francs on their pay stubs—so they might be a bit more expensive. I think: They aren’t expensive; they’re, in the truest sense of the word, a bargain. Because they simply have a few more tools in their toolbox—and they’re better at using them.

Experience is a valuable asset

My theory: The only thing that can’t be replaced in employees is experience. After all, even if you’re not the brightest spark—that is, not the smartest person around—you can easily make up for it with hard work and dedication. Conversely, if you’re a bit of a slacker and perhaps not exactly a workhorse, you can ideally make up for it with extraordinary brilliance.

But nothing can replace experience. And agencies, their clients, and all colleagues benefit from experience—not just in purely technical matters. They also benefit when it comes to maintaining composure and a clear overview during hectic times, or to training other employees organically and without major procedural measures—on the job, as they say these days.

Of Old Hands and Youngsters

Just how successfully veterans and young up-and-comers can work together was once again impressively demonstrated by Bonucci and Chiellini at Euro 2021. Italy won the European Championship, and I’d argue that these two were just as essential to the team’s defense as the Squadra Azzurra’s very young attack. Nothing makes a team stronger than diversity. There’s no question about it. And that diversity includes players who have a few more years under their belt, cost a bit more, but in return also know and can do a bit more.

So whether you want to win the European Championship trophy, the Nobel Prize, or perhaps a «Lion»—a certain amount of literal seniority certainly doesn’t hurt. On both the client and agency sides.

* Manuel Wenzel, Creative Director at TBWA\Zurich, will be “Wenzel-ing” us in the upcoming print issues of m&k. What does that mean? We’re not quite sure yet, which is exactly why we love it. The advertising industry has a skewed image among the general public—and Wenzel believes that needs to be set straight. We’re excited to see what happens.

This article first appeared in the m&k Print Edition 11-12/2021.