Syracuse University Professor Robert Thompson famously asked his Television class, “Why was TV invented?” The class fumbled for artistic and ethereal answers ranging from, “Because we need storytelling” to shoulder shrugs. Thompson promptly answered that TV was created for advertising.
He was right. In the world of advertising, where imagination meets strategy, the creative minds behind the campaigns are the lifeblood of the industry. Copywriters, art directors, and creative directors are the architects of the messages that shape our perceptions, drive our desires, and influence our choices.
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Yet, despite their pivotal role, this particular group of creatives often find themselves navigating a challenging landscape where their creative brilliance can be undervalued and their well-being overlooked. Lose an account. Lose a job. Most agencies can fire a creative at will. And yes, that happens in most union-protected industries.
We are coming off of a 5-month Writers’ Guild Strike. SAG-AFTRA is still walking the picket line. UAW is on strike attempting to get a cost-of-living raise. And the health workers at Kaiser Permanente may be joining them.
Isn’t it time that advertising creatives started protecting ourselves?
Our answer is yes. It’s high time for advertising creatives to consider the benefits of unionizing, an idea that may appear radical at first, but holds the potential to bring about substantial positive change.
The Power of Collective Bargaining
Unionization is fundamentally about collective bargaining—the practice of employees joining together to negotiate with employers for better wages, working conditions, and benefits. Advertising creatives are no strangers to the power of collaboration and synergy, as they often work in teams to craft compelling campaigns. So, why not extend this collaborative spirit beyond the studio walls and into the realm of workers’ rights?
1. Fair Compensation
One of the most pressing issues for advertising creatives is fair compensation. While advertising agencies rake in substantial revenue from their creative output, the individuals behind these campaigns may not always reap the rewards.
Naively we are happy to have a Super Bowl spot. Heck, even a spot that we are not embarrassed by due to too much client intervention. Unionizing provides a platform to negotiate standardized pay scales, ensuring that creatives are compensated in a manner commensurate with their skills and the value they bring to the industry.
2. Job Security and Benefits
Freelancing has become a prevalent trend in the creative industry, leaving many creatives without job security, health benefits, or retirement plans. Union contracts can include provisions for job security and comprehensive benefits packages, offering creatives peace of mind and a safety net in an often unpredictable field.
3. Protecting Creatives’ Rights
Creatives pour their hearts and souls into their work, and their ideas are their livelihood. Unionizing can establish clear guidelines on intellectual property rights, protecting creatives from exploitation and ensuring they receive appropriate credit and compensation for their contributions.
4. Promoting Diversity and Inclusion
The advertising industry has grappled with diversity and inclusion issues for years. A creative union can advocate for equal opportunities, fair representation, and inclusion at all levels, helping to break down the barriers that prevent underrepresented groups from flourishing in the field.
5. Fostering Creativity
A well-rested, supported, and fairly compensated creative is often a more productive one. By addressing issues like long working hours, unrealistic deadlines, and burnout, a union can create an environment where creatives can thrive and innovate.
6. A Collective Voice
Advertising creatives often work on behalf of major brands, but their individual voices can sometimes be drowned out. A union provides a unified voice that can advocate for ethical practices, sustainability, and other values that creatives hold dear.
Challenges to Unionization
Of course, the path to unionization is not without its challenges. Creatives may encounter resistance from some of the bigger agencies and their brands and face the question of whether to join an existing union or form a new one. However, history shows us that collective action has led to improved conditions in various industries, from manufacturing to entertainment.
The idea of advertising creatives unionizing may seem unconventional, but it’s a step worth considering for those who are passionate about their work and industry. Unionizing can empower creatives to have a say in their working conditions, wages, and overall well-being. By uniting as a collective force, advertising creatives have the potential to redefine the industry, ensure their voices are heard, and secure a brighter future for themselves and the generations of creatives to come.
The world of advertising is ever-evolving, and it’s time for creatives to evolve with it—by standing together and embracing the power of unionization.
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