Ed Cheong Asks: Why Are Young Creatives Such Pussies?

There are many gurus in the field who are going to talk about the future of this, or the future of that. So we aren’t going to chime in with another expert opinion. Regional creative director Grant Hunter and I feel that it’s important to just talk about the future of our bright young ones in the game.

We’re not trying to sound like old fuddy duddies who just like to reminisce about the good old days when we had it bad. We’re not that old. Yet. But simply over the past five years, as technology changed rapidly, so did certain attitudes that came with some of the young bloods.

We’ve no doubt that they are getting more talented. These days, they come in all shapes and forms - part DJ, part coder, part chalkboard artist, part segway dancer, part creative, all rolled into one. But are they getting too creative for their own good? When the going gets tough, and their backs are against the wall, which mode does the Gen-Z wired brain go into – fight or flight?

Personally, I’ve seen many young creatives CREATING excuses to find another outlet for their creative artistry. Some just hop from one agency to another within months, still seeking that supposedly greener pasture. Truth is, creativity requires conviction. Problem solving as the name suggests, requires a problem. Taking the high road and running away from the problem isn’t creativity.

Quite rightly, Grant questioned if creatives were getting too comfortable? Is Singapore getting too comfortable as a global metropolis? Are wannabe creatives getting soft? If the awards show is the only exposure that graduates have of our industry, they will be sorely disappointed when the actual game kicks off. It’s liken to a young footballer thinking that the match is only made up of cheeky step-overs.

We’re certain that our forum at Spikes won’t blow minds. But if it enlarges some hearts and balls (no sexism intended), these two “old farts” will be pretty darn satisfied.

Don’t miss Iris Worldwide’s Ed Cheong and Grant Hunter take to the stage with their presentation ‘Why Are Today’s Junior Creatives Such Pussies’ at Spikes this Friday, September 11th, 3.05pm to 3.50pm.