Why our roles are becoming more admin based

19 Dec 2024

Creating more, across a fragmented creative/media landscape, with leaner budgets and smaller teams.

This is the reality many brands face in 2025.

To do this, there needs to be a large upskilling effort. With the rise of GenAI & Creative Automation the truth is that more roles are moving from creative ones to more admin based.

Managing the logistics, systems, comms of producing tens of thousands of assets. It’s a massive time suck and takes different skills vs managing more traditional campaign/project based work.

The reality is that someone still needs to QC thousands of assets.

AI/Automation can do it to a level i.e check against platform best practice or padding of logos but then someone still needs to go through each one. Manage internal stakeholders, signs offs, agency comms and do this across multiple markets.

It begs the question, do people actually want to be doing this? It typically isn’t what they came into the industry for… will we lose a huge amount of great talent to this?

There still seems to be huge gap between some brands and agencies here. Some have been thinking about this for the last 3 years and are massively ahead and some are just getting started.

It should be a big focus in 2025 planning.

Inspired by the article Tom Roach wrote for Marketing Week 'Brand building must adapt to the age of creative fragmentation'