January 20th 2020

40 Over Forty launches to prove creative talent doesn’t have a used-by date

A new platform is launching to celebrate the value of experience in advertising by recognising the best talent in the industry that is also over 40.

Nicola Kemp

Editorial Director Creativebrief

40 Over Forty is taking aim at ageism in advertising by calling on the industry to nominate the best talent over 40 from across the industry at https://www.40overforty.com/

The project is the brainchild of Anna Dalziel, Director of Brand UK and Global at Momentum Worldwide, Anna Scholes, Senior Marketing and Communications Manager at Momentum Worldwide and industry PR consultant Charlotte Read. The three noted the huge volume of lists and awards dedicated to younger people in the industry and decided to do something about it.

According to data from the IPA, the average age of employees at IPA member agencies is 33.7, a figure that prompts the question, “Where does everyone go?” With data from Creative Equals showing that 12% of women are planning to leave the industry within the next two years, the situation shows little sign of improving.

33.7: average age of employees at IPA member agencies

12%: women planning to leave the industry in next two years

78%: over 50s feel their age group is underrepresented or misrepresented in advertising

Many in the industry believe there is a red thread between the lack of experience and older people within advertising, and the stereotyping or absence of older people in advertising. A point which may go some way in explaining why some of the most profound life-stages, such as the menopause, remain almost entirely unrepresented in advertising.

Anna Dalziel, Founder of 40 Over Forty said, "There hasn’t been anywhere to celebrate professional success and achievements beyond the age of 30 until today. That has to change. Mindsets of employers, and in turn employees need to change so that the being 40 marks the start or next phase of a career. We should celebrate our number. Whilst we absolutely want to highlight youth in our industry, it’s time to celebrate the expert talent too.”

"We’re determined to acknowledge the contribution people over 40 make to the advertising, marketing and media industry. We can’t wait to see the nominees on our platform and read about the breadth of talent out there. This is not an award; this is the start of a movement," adds Dalziel.

The platform will share the experiences of all those nominated, and at the end of the year, the top 40 Over Forty will be compiled by a public vote. To nominate the best talent over 40 in the industry head to https://www.40overforty.com/