News Pick
Gen Z’s ad(vantage); new voices and vision
Young professionals are reshaping advertising with bold creativity, digital fluency, fresh perspectives, and authentic storytelling
In today’s advertising landscape, it’s not just agencies that are evolving, but the minds behind the work. For Gen Z professionals entering the industry, creativity comes with a sense of purpose, adaptability, and a deep understanding of digital culture.
Armed with tech fluency, storytelling instincts, and a collaborative mindset, Gen Z is bringing a shift in how campaigns are conceptualised and communicated. Whether it’s working on branded content, social media strategy, or event-led marketing, they approach advertising as a platform to inform, engage, and inspire.
These young professionals are not only quick with trends; they often help set them. Comfortable with multitasking across formats and platforms, they see advertising as more than messaging; it’s a conversation with an audience.
But with a fresh perspective also comes a learning curve. Client-facing roles demand polished communication, quick problem-solving, and clarity under pressure. Tushar Tuteja, a client servicing executive, says his education helped bridge the gap. “The communication skills that I learnt at Apeejay Institute of Mass Communication (AIMC), how to speak in English, greatly helped me do my job well today,” he shares. “Listening attentively and paying attention to detail are essential to delivering results that exceed expectations.”
What makes Gen Z stand out is their sense of self-direction. Many, like Tushar, land their first jobs through proactive networking and online platforms rather than traditional placement channels. This independence reflects in their work too, where they often take initiative, ask the right questions, and offer bold ideas.
Institutes like the Apeejay Institute of Mass Communication (AIMC) help lay the groundwork with a balance of classroom theory and real-world exposure. From live projects to pitching sessions, students are trained to think strategically while nurturing creative expression.
As the industry pivots to more audience-centric, digital-first strategies, Gen Z professionals are already a step ahead. They’re not just responding to change — they’re driving it.
In their hands, advertising becomes less about selling and more about storytelling, connection, and authenticity — one reel, post, or pitch at a time.
