What the Next Generation is Saying

I recently had the chance to serve as a judge for AAF’s District 10 National Student Advertising Competition, and it ended up being one of those experiences that will stay with me for a long time.

This year’s client was the NFL, which already sets a high bar, but what really stood out was the level of competition. More than 17 schools competed in District 10 alone, and every team brought something thoughtful, strategic and uniquely their own. It was not just impressive, it was energizing.

What stuck with me most was a renewed appreciation for the why behind the work. The research, the insights and the path that leads to an idea all matter a lot. Without that foundation, even the best creative can feel disconnected. The story matters. If you do not understand where it started, it is hard to fully appreciate where it ends up.

Then there is the performance. These students showed up. Yes, they were nervous and you could see it, but they were also clearly having fun. That energy came through. It made their work more engaging, more believable and more memorable. There is something to be said for enjoying the process, even under pressure.

From a broader perspective, it was a great reminder to look at problems from every angle and not be afraid to try something new. Sometimes the freshest ideas do not come from entirely new places. They come from revisiting familiar insights through a different lens. That balance between innovation and familiarity is where some of the best work lives.

Another thing that stood out was the importance of being authentic, relevant and genuinely interesting. That is what cuts through. That is what people remember. Sometimes getting there means taking a chance and putting something out there that feels a little bold and a little different. That is how you get noticed.

Watching these teams compete, and especially seeing the winners, was genuinely rejuvenating. It is easy to get caught up in the day to day and forget what makes this business exciting. Being around that level of passion and creativity brings it all back.
At the end of the day, the business objective in advertising has not really changed. We are still trying to connect, persuade and move people. But people are always evolving. There is a lot to learn from the next generation, how they see the world, how they think about brands and the energy they bring to the work.

Maybe it is time to think a bit more like they do in how we approach the business and each assignment. Celebrate the small wins along the way. Attack the same problem from a different angle. This business is fun, and treating it that way can lead to better ideas.

If we stay curious, enjoy the process, great work will follow.