Why Mentoring is Important for Agency Wellbeing

I feel great. I’ve just spent the afternoon mentoring advertising students. Every Thursday I listen to their ideas, answer questions and ease concerns, pushing them to develop their good idea into an excellent one and giving them confidence to think differently.

I hope I’ve helped. I know they’ve helped me. Because being a mentor isn’t just about ‘giving something back’. As much as we’d like to think we’re selflessly donating our time, it involves plenty of getting back too. And if we do it right, mentoring helps us all: students, mentors, agencies and the future of our industry. 

The perks a student gets from mentorship are obvious. An insight into the advertising world, a source of advice, and that all-important industry contact. But this relationship can benefit the mentor just as much. 

Firstly, it allows us to exercise an unfamiliar skill. Mentoring isn’t about showing how brilliant you are at cracking a brief and hoping they’ll do the same. If anything, that behavior is detrimental. It’s about giving someone the confidence and inspiration to find it themselves. It’s a tricky skill to harness, but one which can transform how we work and interact with others; not only with students, but within our own department. And as a creative, it’s the first of many steps to becoming a Creative Director. Furthermore, whilst the student grows in confidence, so does the mentor – a welcome reminder that maybe I do know what I’m talking about. 

As mentors, we can introduce another element to creative learning. Universities can teach the creative process and offer space to experiment, but often there are limits to the exposure students get to the industry. Having a mentor means students can learn both; bridging that gap before they turn up at an agency’s door. A headstart for them and for the agency. 

However, there’s an important balance. University is a unique place – free from budgets, clients and media formats; a student’s work is truly their own. In this spirit, mentors should remember to inspire and excite, rather than burden students with the realities they’ll face later on. It’s about making sure our industry is seen as a thrilling and attractive career choice for the best emerging creatives. And to make sure it stays that way. 

Everyone knows the importance of young talent. They bring fresh thinking and help shake things up. They make older talent work harder. The fear that a newer, younger model is creeping up behind us waiting to steal our job is healthy. For the greater good of creativity it’s our duty to help them steal it.

Mentoring is another form of networking. It doesn’t all happen at exclusive events between senior ranks. For an agency – every time their creative visits a uni or meets a student, it’s free PR. A mentor can fly the flag for the agency and get the next generation of top creatives dreaming about a stint in their department. They serve as a tangible and human connection to an agency. 

It’s odd that so many agencies have ‘buddy’ schemes to coach new employees, whilst so few reach out to be mentors externally. When you connect with talent at a much earlier stage, before they are even employable, the exchange is so much richer. Agencies should encourage a culture of mentoring; sharing experience and support internally and externally. Creatives at all levels (juniors too – the trauma of their final show is still raw and relatable) should be given opportunities to spend time with students. They will reap the benefits – being able to quickly identify and secure the best in emerging talent for their agency. 

Individual creatives also have a responsibility. Reply to those book crit emails. Visit universities. Give tutorials and talks. Get students in for placements. Keep in touch. After all, it’s our industry that will benefit.