Recently I was asked by a college student what advice I would give someone who was thinking about stepping into the industry.
Good question.
After 40+ years in the advertising business, I’ve certainly seen it all — the booms, the busts, the revolutions, and the returns to basics. If you’re a college student dreaming of a career in this wild, ever-evolving world of advertising, let me share a few truths I wish someone had whispered to me at the start.
FIRST, learn to love the work more than the recognition…
Awards are nice. Praise feels good. But the real foundation of a long, meaningful career is falling in love with the process — solving problems, crafting strategies, building brands from scratch, and pushing yourself to think better, smarter, faster. It’s the work that will sustain you when applause fades.
SECOND, the best ideas are born from listening, not talking…
Your future clients don’t need another loud voice. They need someone who can truly listen — to them, their customers, and the subtle shifts happening in culture. Great advertising doesn’t start with a catchy line; it starts with understanding.
THIRD, technology will change, but human nature won’t…
When I started, there was no internet, no social media. Today, there’s AI, VR, influencer marketing — tomorrow, who knows? The tools will always change. But human beings will still crave connection, meaning, and trust. Learn tech but master the human side.
FOURTH, be someone people want in the room…
Advertising remains a people business. Clients, teams, and bosses remember how you make them feel. Be curious. Be humble. Be enthusiastic. Be the one who brings energy, not ego, into meetings.
FIFTH, character beats cleverness every time…
The industry can sometimes tempt you to take shortcuts or spin half-truths. Don’t. Integrity matters. In the long run, being trustworthy will open more doors — and close fewer — than a thousand clever pitches ever will.
LAST, protect your soul…
Don’t laugh! Advertising can be exhilarating, but it can also be exhausting. Learn early that your worth isn’t tied to the size of your accounts or the fame of your campaigns. Make time for what grounds you — family, faith, hobbies, real friendships. You’ll be a better professional and a healthier person for it.
If you take the plunge, know that you are stepping into a beautiful, challenging craft. Treat it with the respect it deserves, stay eager to learn, and remember great advertising is ultimately about serving others well — businesses and customers alike.
Good luck. We need your heart and your ideas.
Joe Bouch
CEO, 78Madison