A wise old rabbi came to the Seder meal, and spoke at length, and in great detail, about the history of the Passover observance. Those in attendance listened intently to the rabbi, often nodding affirmatively at his allegories, deep knowledge of history, and the wisdom of his point of view.
Even better, most of the Jewish and non-Jewish listeners came away with some new insights. Firstly, the wise old rabbi suggested that the modern Passover Seder focuses too much on being a secular celebration of the exodus of the Jewish people from Egypt. Secondly, the often-used reference to a “Jewish people” is incorrect when it comes to the exodus, since the rabbi told us there were, technically, no Jews on the planet at the time.
Where are the wise old rabbis of marketing?
You can be wise, but you can’t be old. Over 45 years of age, unless you have a crack at the top of the agency pyramid (where “Mad Men” still exist), you have been put out to pasture. The Great Recession was a great excuse to accelerate the “exodus,” if you will.
Now, the wise old rabbis of marketing are freelancing and/or running one-person consulting shops, weeping when they come across the hundredth blog in two weeks titled, “5 Things Your Company Should Be Doing On Facebook, Right Now!”
The economy, at least in agency land, is back, and hiring is underway. Articles and blog posts with tips on how to “hire the best” are back also. All running counter to the notion of experience. In fact, last week AdAge ran one from the Antony Young, the CEO of Optimedia, who said the hell with experience – hire someone with “enthusiasm.”
We have reduced the field of marketing to nothing but “enthusiasm.”
On the one hand, he could be right. Data released by the GMAT folks reveal that the lowest scores on the test come from undergraduates majoring in – drum roll – MARKETING. Dead last. Even the Humanities guys kicked our butts.
On the other hand, though, the field of Marketing is f*cked if it doesn’t soon recognize its experience problem. A few “grey heads” in the corner office isn’t the solution.