Source: Marketing Edge
The world of advertising and marketing has undergone dramatic changes in recent years. A true revolution began when social media platforms opened new avenues for creative expression and enabled individuals – regardless of their location – to gain global recognition almost overnight.
Today, it’s entirely possible to become a content creator on TikTok or YouTube, build a community of millions of followers, and carve out a career – often more easily than landing a job at a traditional ad agency or design studio.
Acknowledging the growing influence of these so-called “creators,” the Cannes Lions International Festival of Creativity 2025 officially renamed its Social & Influencer Lions category to Social & Creator Lions, underscoring their expanding role in the industry. A new category – Creator & Influencer Marketing – was also introduced, featuring five subcategories designed to spotlight the best creator-led campaigns. In addition, the new LIONS Creators programme now offers networking and learning opportunities for everyone involved in the creator economy.
But the key question that continues to occupy the minds of professionals in the integrated marketing communications industry is: Do young creatives still need to work in agencies?
Agencies vs. the Solo Route
Although some argue that young creatives can now succeed independently, many insist that agencies still provide irreplaceable benefits: real-world experience, industry exposure, and creative mentorship. Experts stress the importance of creating more flexible entry points into the industry – opportunities that allow young professionals to discover the value of working within an agency environment.
At the same time, a growing number of young creatives are turning away from large, traditional agencies – often citing stress, bureaucracy, and client pressures as reasons for disillusionment. Brands, on the other hand, are increasingly seeking “more for less,” quicker turnarounds, and direct collaborations with individual creators.
Social-First as a Brand Strategy
The power of social media today has evolved beyond mere channel distribution – it has become the foundation of brand-building strategy. As more brands adopt a social-first approach, agencies must find new ways to clearly articulate the value they bring to clients.
This also calls for structural change: senior talent working more closely with clients, and more freedom for creative teams to focus on what they do best – creating.
Why It Still Pays to Start in an Agency
For young creatives, agency life still offers numerous advantages. Chief among them: learning, networking, and the chance to apply skills in a professional and dynamic environment. Agencies often provide access to cutting-edge tools, mentorship, and a variety of client projects – all of which contribute to rapid career development and a strong portfolio.
Some agencies with strong internal cultures of mentorship connect young creatives with seasoned professionals, enabling them to learn directly from their expertise. By working across multiple projects and clients, young professionals gain a wide range of experience and develop versatile creative styles.
That’s why it’s vital for emerging talent to stay connected to the creative community – to better understand the industry, master their craft, learn the process, and elevate what they already do to the next level.
