Let's give back to young people the vision that was handed to us.

In modern India, consumers are either very young or behave like young people. How should we seniors working in advertising deliver our messages to them? In the office, we rely on younger colleagues who understand youth culture to act as "interpreters," serving as our eyes and ears. Yet, we somehow close our own eyes and ears to these employees who guide us into the youth world. It's as if we're waiting for them to age, gain experience, and no longer be young.

When I was a child, adults spared no effort in imparting their wisdom. That wisdom still serves me well today. I never forget my gratitude. But today, it seems we are losing the habit of nurturing and guiding young talent. Selfless goodwill is put on the back burner.

I believe creative directors lead today's business. They are the face of the agency and the trusted advisor to the client. Their roles expand, their demands multiply. Consequently, time becomes scarce, and the mentor-apprentice relationship with the young suffers. We are currently turning a blind eye to this situation. But it will become a major problem in no time. Because it means the advertising industry will run out of captains, leaders, and coaches.

The crisis is most evident in the creative departments. The techniques of copywriting and art direction evolve daily. If you were to write a book on these techniques, you'd have to publish a new edition every other day just to keep up with reality. However, instead of cramming an entire "book" of content into young people, it's possible to teach them in chapters. We can teach them to understand what works and what doesn't.

Until a few years ago, our industry had exceptional teachers who spanned the globe. They were compelling advertising professionals and inspiring educators. Creative directors who are just as smart, or even sharper, still exist today. But I don't think they're making the same kind of contribution that the leaders of the past did. They paved the way forward. We haven't been able to do that. Why? We have creators. We lack teachers.

It's not too late. We can give back what we received. We don't need to offer our brains or eyeballs.
We can give back the vision. The vision handed to us when we were at an age most receptive to inspiration. We will receive more than we give back. Because when we share our knowledge, we also learn things we never knew from the other person.

(Supervised by Dentsu Inc. Global Business Center)