Your Gray Matters Mentorship

By Marcelo Salup

Let’s begin this post on a highly personal basis. Many years ago, when I was EVP and International Media Director at Foote Cone & Belding, the company wanted to create a worldwide media buying unit: Pervasive. We were about 20 people who had to fly to NY twice a month from anywhere in the world to create it. Naturally, the company hired consultants to help us form the company. One of the consultants asked the group “what are you most proud of?”. Predictably, lots of children mentioned, a couple of offbeat answers (e.g., jumping from a plane) but I was the only one who answered that what made me prouder is that out of the hundreds who had worked with me in different countries, about 20 or had gotten VP, GM and, now, even a CEO job in ad agencies.

A recent article on mentorship in the South Florida Business Journal got me thinking: what if mentorship were the best way to fight age discrimination in the marketing, advertising and creative industries? What would that look like?

This will be a multi-part series about the value of mentorship, how it fits with those of us over 50 and, more importantly, a blueprint for creating a mentorship program in your company, if they don’t have one, or improving the existing one.

As with everything, the moment you think about something, you begin noticing it around you. Much like when you buy an Alfa Romeo you begin noticing other Alfas on the road. I’ve begun noticing more and more content on mentoring.

The Research by the Business Journals

The study, which surveyed hundreds of professionals showed a huge opportunity that workers over 55 can capitalize on:

• 90% of respondents said that the availability of a mentoring program at their organization is valuable
• 53% said that those programs are important part of their job search
• 33% of respondents said their organization offers a formal mentoring program
• 58% of mentees said having a mentor increased their institutional knowledge and understanding of their organization

Clearly there is a huge opportunity gap: 90% consider mentoring valuable, only 33% work for an organization with a formal mentoring program. And, if you work for an ad agency, chances are your organization does NOT have one.

And also clearly –and bluntly—if you are a marketing, advertising, or creative older professional there is an opportunity to prove your value to your company, become an even stronger part of the agency and prevent age discrimination from happening to you.

There are enough positive aspects to show your management how valuable a formal mentoring program can be. Or, if you are management, to understand how valuable a formal program can be. If we were to use a marketing term: there is a lot of positive ROI with formal mentoring programs.

 The Case for Cross-Generational Mentorship

Why Younger Employees Should Seek Older Mentors

Younger employees, typically aged 18-30, stand on the threshold of their professional journeys, brimming with energy, ambition, and a desire to disrupt the status quo.

In seeking mentors, they should look beyond the surface, identifying older employees over 50 who embody a wealth of experience, wisdom, and resilience.

These seasoned professionals offer not just technical guidance but life lessons on navigating the complexities of career and personal growth.

Older mentors are living archives of the advertising industry’s evolution, offering insights into the foundational strategies that continue to influence modern practices. Their stories of triumph and tribulation are invaluable, teaching resilience, adaptability, and the importance of nurturing professional relationships.

Young mentees, in their quest for innovation, can learn how to ground their ideas in the realities of the market and client expectations, balancing creativity with feasibility.

The Benefits for Older Mentors

For older employees, mentoring is an avenue to create value.

Mentoring keeps them intellectually agile, challenging them to stay abreast of the latest trends, technologies, and media landscapes.

It’s a two-way street of learning; as they guide their younger counterparts through the industry’s intricacies, they, in turn, gain fresh perspectives and understandings of new consumer behaviors and digital trends.

Mentoring can rejuvenate their passion for the craft, providing a sense of purpose and connection to the evolving industry landscape.

Moreover, mentorship allows older employees to refine their leadership and communication skills, reinforcing their value within the organization and the broader industry. This role contributes to their professional relevance, offering opportunities for personal growth and fulfillment beyond conventional career advancements.

Acquiring Knowledge of Modern Media

For older employees to remain effective mentors in the rapidly evolving advertising industry, proactive learning is essential.

This includes engaging with ongoing professional development, attending workshops, and leveraging online resources to understand emerging platforms and tools.

Older employees need to encourage a culture of learning, and experiment with new media and digital platforms. Otherwise, how can they offer timely and relevant advice, bridging the gap between traditional and digital advertising strategies.

 What makes a great mentoring program?

After reading articles, speaking with friends and getting feedback from total strangers, we see some definite trends.

Effective Mentors share a handful of common qualities. If you have them, you’d make a great mentor:

1. Good Listening and Communication Skills: An effective mentor actively listens and communicates clearly, offering honest feedback, encouragement, and constructive criticism in a supportive and nonjudgmental manner. This facilitates open dialogue and ensures that the mentor can provide tailored advice and guidance to help the mentee navigate their path. As an older professional, you must actively listen to your younger mentee and, if we are going to speak frankly, you must listen with the intent to help and not thinking “these kids” or “what’s wrong with this generation”. Remember, age discrimination works both ways.
2. Expertise and Experience: Relevant expertise in the mentee’s field of interest is vital. A mentor with a deep understanding of the industry can offer valuable insights, help navigate its nuances, and provide feedback that fosters the mentee’s growth.
3. Inspirational and Dependable: Mentors should be inspiring figures that mentees can look up to. Dependability and a genuine willingness to help others are qualities that make a mentor reliable and trustworthy.
4. Commitment and Availability: Dedication, willingness to invest time, patience, and attention are crucial. You must be available to your mentee in the occasions that the mentee think are important, not only for those that you think are.
5. Supportiveness and Encouragement: Providing support and encouragement, especially when offering constructive criticism, is vital. Avoid, at all costs, mentioning a mentees’ age when explaining why a course of action might or not work, how to interact with top management or how to lead their team.
6. Ability to Provide Guidance and Different Perspectives: Mentors are valuable for their ability to share knowledge, offer different viewpoints, and help mentees cut through noise and confusion. This guidance helps mentees to focus on their goals and overcome challenges. Keeping your views flexible will keep your mind agile and sharp and, ultimately, improve your thinking.
7. Trustworthiness and Confidentiality: Building a foundation of trust through confidentiality ensures that mentees feel safe sharing their thoughts, fears, and ambitions. A mentor’s ability to be trusted and maintain privacy is essential for a transparent and honest relationship.
8. Do we need to explain why? Just remember, whenever you think “these young people!” with a roll of your eyes, they are also thinking “these old people!” with a roll of their eyes.

In a formal mentoring program, you must treat your mentee as your client. And remember, age discrimination works both ways: respect their youth, creativity and enthusiasm and your young mentees will respect your age, expertise and knowledge.

Priming the pump – Initiating a mentee/mentor relationship

Let’s face it, if your company does not have a formal mentorship program, your very first step might need to be educational: explain to potential mentees how to start a relationship and maintain it. There are many reasons why younger professionals might not seek a formal mentorship:

1. Ego – A younger professional might feel that seeking a formal mentorship is somehow an admission of weakness or incompetence. Solution? Have a handy list of advantages and benefits of a formal mentoring program. These can include:
   1. Faster career advancement
   2. Realization from upper management that the mentee is serious about learning, advancing and, importantly, has no ego to get in the way
   3. Acquire decades of knowledge quickly
   4. Connections – a mentor’s connections often become a mentee’s connections
2. Lack of knowledge on how to proceed

What is the best way to initiate a relationship?

• Taking the initiative is key; don’t hesitate to ask directly for mentorship or reach out to individuals who inspire you, whether through a simple invitation for coffee or a formal request within your organization.
• Identify potential mentors who align with your aspirations. Identifying a mentor whose career path aligns with one’s goals, possibly through mutual connections, and actively seeking opportunities to engage with them at events or through shared activities enhances visibility and engagement.
• Clear communication and a proactive approach. It’s essential that the mentee share their goals
• Ask questions to gain insights from the mentor’s experiences.
• Establish a candid and safe dialogue. This is crucial for a beneficial mentorship, allowing for open sharing of career goals and fostering a supportive environment.
• Be persistent, as finding the right mentor-mentee fit can take time and may involve several attempts.
• Set clear expectations early on, being prepared to discuss your objectives, and being intentional in your request for mentorship are vital steps.
• Following up on advice and maintaining engagement shows commitment and respect for the mentor’s guidance, enhancing the relationship’s value for both parties.

As a potential mentor, and as someone who wants to create a mentorship program, you can take a first step by identifying potential mentees and diplomatically explaining that you are available and to keep these things in mind.

So, you are a mentor to one or several mentees… what now? How do you make that relationship work?

• Effective mentorship engagement hinges on clarity of goals, authenticity, proactive communication, and specificity in seeking advice.
  • Mentees should openly share their visions and challenges, as mentors often have valuable insights from similar experiences.
  • Authenticity fosters genuine connections, making it essential for mentees to be themselves.
• Taking initiative in communication, whether through social media, email, or direct contact, helps establish a rapport and signals eagerness to learn.
• Being specific about the areas where guidance is needed allows mentors to provide targeted advice.
• Making the most of each interaction by walking away with actionable advice is crucial for career navigation.
• Lastly, asking numerous questions is key to unlocking a mentor’s wealth of knowledge, emphasizing the importance of curiosity and active learning in the mentor-mentee relationship.

Creating a formal mentoring program

If you are an employee:

1. Write down a short summary for yourself, so you can focus your thoughts:
   1. What specific experience will you add
   2. What areas should you mentor in
   3. What makes you an ideal mentor
   4. Keep it short, imagine you are presenting to the CEO… which you will
2. Write down a one or two page plan that the CEO can execute, meaning, concrete steps.
   1. Who will be eligible
   2. Roll-out period to try it out
   3. How will mentees be selected
   4. How will mentors be rewarded (e.g., some time off? Recognition? Some resources to buy subscriptions?) and, whatever you do, don’t do this about money. Remember, as a 55+ employee, you want to add value to the organization in order to remain relevant and working at what you love.
   5. Will there be a formal meeting place available once or twice per week? If there are several mentees, how will you schedule this and how much time will you employ?
   6. Formal evaluations by both, mentor and mentee
   7. Formal recognition at the end of the period or regularly
3. Identify a handful of younger employees that you think will make great mentees and write a short paragraph about each to use when you approach them
4. Once you have a complete package, present it to the CEO
5. Get it going

If you are the CEO

The main step is a formal announcement that your agency is creating a structured mentorship program. There are more than a few advantages, but key:

• It will accelerate the professional growth of everyone in the agency. Young people because they will learn from people with tons of experience. Older workers because they will need to relearn a lot and learn new technologies. It’s a win/win.
• It will add value to everyone’s life, expanding talent and improving future employability of everyone involved.
• And, selfishly, in an industry where the only differentiating factor is talent, it will improve the talent pool and, hopefully, the quality and quantity of clients that choose your agency.

We suggest:

• Agency-Wide Announcement: Introduce the mentoring program through an agency-wide meeting or webinar, outlining its objectives, benefits, and structure.
• Information Sessions: Hold department-specific sessions to explain the program’s relevance to each team, encouraging participation from both potential mentors and mentees.

Program Structure:

1. Mentor-Mentee Pairing

• Initial Survey: Both potential mentors and mentees fill out a survey to assess their goals, interests, strengths, and areas for development. Your mentor candidates already have some ideas on what to do.
• Pairing Criteria: Pairings are made based on complementary skills, career aspirations, and departmental crossover potential. The aim is to encourage cross-functional understanding and collaboration.
• Introduction Meeting: A formal introduction session is organized to establish the mentor-mentee relationship, facilitated by the HR department.

1. Mentoring Agreement

• Goals Setting: In their first meeting, mentors and mentees set specific, measurable, achievable, relevant, and time-bound (SMART) goals.
• Schedule Planning: Agree on a regular meeting schedule, ideally every 2 weeks at the beginning, to review progress, address challenges, and adjust goals as necessary.

1. Cross-Departmental Exposure

• Shadowing Days: Mentees spend a day in their mentor’s department to gain hands-on experience and broader understanding of different functions within the agency.
• Project Collaboration: Encourage mentor-mentee pairs to collaborate on at least one cross-departmental project during the mentorship period.

1. Learning and Development

• Workshops and Seminars: Both mentors and mentees attend at least two professional development workshops or seminars relevant to the advertising industry during the mentorship period.
• Knowledge Sharing Sessions: Monthly knowledge sharing sessions where mentor-mentee pairs present insights from their departments, fostering a culture of continuous learning.
• Mentees access to mentors: a key aspect is that the mentee should have informal access to the mentor, to ask questions, ask for spot advice, but the mentee should not abuse this access.

1. Feedback and Evaluation

• Mid-Program Check-In: A formal meeting halfway through the program to evaluate progress towards goals, address any issues, and make necessary adjustments.
• Program End Review: At the end of the mentorship period, mentors and mentees submit a report on achievements, challenges, and learnings. This is followed by a feedback session to evaluate the overall effectiveness of the program and identify areas for improvement.

1. Recognition and Reward

• Certificate of Completion: Award certificates to both mentors and mentees upon successful completion of the program.
• Awards Ceremony: Host an annual awards ceremony to recognize outstanding mentorship pairs based on innovative project collaboration, exceptional growth, and contributions to the agency’s culture. Being in the agency business, this award ceremony can be pizza in the conference room

Each department has specific needs, follows a short thought-starter of how each department can customize its mentoring experience

• Creative Department:

• Mentees paired with mentors from the Creative department can learn about conceptualizing campaigns, storytelling, and visual communication. Assign projects where mentees contribute ideas and receive feedback.
• Mentors guide mentees on creative processes, idea generation, and execution.
• Mentees are involved in brainstorming sessions and creative reviews to understand the intricacies of message creation.
• Mentees should be encouraged to bring “new” creative, from TikTok videos to Instagram Reels and beyond to discuss as a team

• Planning Department:

• Mentors introduce mentees to research methodologies, customer insight gathering, and strategy development.
• Mentees participate in focus groups, survey analysis, and strategy sessions to gain a comprehensive understanding of planning.
• Engage them in live projects to apply theoretical knowledge, under the guidance of their mentors.

• Media Department:

• Mentors explain the nuances of media buying, negotiation with broadcasters, influencers, and other media platforms.
• Mentees assist in media planning, budget allocation, and campaign analysis, experiencing the breadth of media placement activities.
• Mentees are encouraged to spend some after-work time in identifying new platforms, analyzing their pros and cons as they relate to current agency clients and discuss with their mentor how best to present and fund these new platforms
• Exposure to various media platforms, from traditional to digital, including TV, social media, and programmatic ads. Mentees can assist in media planning, buying strategies, and analyzing campaign performance.

Some final suggestions:

• Cross-Departmental Projects: Initiate collaborative projects involving members from Creative, Planning, and Media departments to apply skills learned during mentorship, promoting teamwork and innovation.
• Professional Development: Offer opportunities for mentors and mentees to attend workshops, seminars, or conferences together, fostering continuous professional growth and bonding.
• Networking and Social Events: Organize informal networking or social events to strengthen relationships within and across departments, enhancing the agency’s collaborative culture.

A mentoring program benefits everyone:

1. The agency because the mentoring program deepens and broadens the talent pool
2. The mentee because it accelerates knowledge and expertise acquisition
3. The mentor –in this case, you, the over-55 worker—because the mentorship program makes you a valuable part of the agency, an integral part of the culture and assures your place. A mentorship program could be the most significant step you’ve taken to assure that you are not bit by age discrimination

About Author

Marcelo Salup has spent all of his life in marketing and advertising. He’s been on the creative side (and won 2 Addy Awards), in media, strategic planning and top management of some of the largest ad agencies in the world. He’s lived in 10 cities in 8 countries and 3 continents. His expertise encompasses branding, digital and direct.