Ya gotta have heart

I recently had lunch with a big wheel at an ad agency. She told me that she spends better than half her day recruiting staff. This could mean one of two things – her agency is growing at a colossal pace or, more likely, her agency can’t keep its staff. Most of us have in our heads a list of shops in which we’d never want to work. Why? Because some places just have no heart.

You hear the perennial lament whenever more than three agency types are together in the same room. ‘I can’t find good people!’ Chances are those people are already right under their noses. Chances are just as likely that those good people are searching for new jobs.

Mentoring is a way to encourage your staff to stay with you. We invest so much money and time in training staff in hard skills – strategy, creative, and production. And then we virtually ignore those soft skills that can’t be taught using a power point presentation – problem solving, communication skills, and personal development. These are the areas in which junior staffers crave improvement. Give them support in these areas and they’ll repay you with loyalty.

Mentoring is the act of providing guidance, wisdom, knowledge and support in a personal one-on-one setting by a mentor to a protégé. The benefits of such a relationship are enormous to all involved. To the agency – discovery of talent, increased productivity, retention of talented and motivated staff and real learning. To the mentor – a revitalized interest in their work, increased self-esteem through professional recognition and enhanced skills in coaching, counseling and listening. To the protégé – opportunity for growth in a friendly and supportive relationship and greater satisfaction in their work and working environment. You’ll make leaders and improve the skills of those already doing the leading.

To reap the benefits of mentoring relationships among your staff, design a mentoring program for your agency. It can be as formal or informal as suits your culture. Start with defining the objectives of such a program. These can include the development of future managers, acclimating new employees to your corporate culture, facilitating better communication between management tiers and providing support in a rapidly changing environment.

No matter what your objectives, there are three pillars required to support your program: commitment, confidentiality and communication.

The role of the mentor is to assist in the development of those soft skills mentioned earlier – skills needed for promotion, identifying the protégé’s success and failure patterns, dealing with politics (if such a heinous thing exists in your agency) and the roadmap for advancement.

Not just anyone will make a good mentor. You need people committed to the concept. They have to be likable, with a wide range of skills to pass on. Technical competence is also required, along with some history with your organization. Honesty, trustworthiness and a sense of integrity are also required.

Not everyone makes for a good protégé either. A protégé must be willing to assume responsibility for his/her own growth and development. To get the most out of the mentoring relationship, a protégé will be self-aware and receptive to feedback and coaching.

Making the connection between the mentor and the protégé is at the heart of your mentoring program. This is where you determine the level of formality under which your program will operate. Start by informing staff of the program and its details. This should probably be accomplished with a staff meeting. Make sure that the roles of all participants are understood. You can either match mentors with protégés or let them team up on their own. Mentors can volunteer themselves or you can select them from your staff. Protégé participation can either be voluntary or mandatory. The more flexibility and choice you offer, the more successful your program will be.

Assuming you design your program with as little management intervention as necessary, make a call for volunteer mentors at your next staff meeting. Provide a list of mentors to your staff. Allow protégés to approach the person they feel most comfortable with. Don’t worry about having staff on your list of mentors who you feel are inappropriate for the role. Natural selection will weed them out.

Together, the mentor and protégé will establish the structure of their relationship and define its limitations. The issues they will decide will include objectives, expectations and frequency of meetings. Of special concern will be the involvement of the protégé’s supervisor, assuming the mentor is not part of the protégé’s working group. The mentoring relationship should not supplant the supervisor/staffer relationship.

Once your program is up and running, it must be evaluated. The benchmarks for evaluation include motivation levels, staff turnover, improvement in skill sets and promotions.

Providing a safe environment to foster personal growth for all staff members is an easy way to help entrench loyalty among your staff and give your place some heart. Remember, the competition feeds off your company’s weaknesses. If your agency has no heart, not only does your staff know it, most likely potential new employees know it as well – and they’ll stay away. Give your valuable people something to think twice about before they get lured away. At the same time you’ll give talented new staff reason to join you.

Pamela Davis is an account director at AMW Direct. She has had the benefit of several continuing mentoring relationships with which she credits a great deal of her personal and professional success.

Cannes Lions 2025: Canadians nab more medals on final festival day

Strategy is on the ground in Cannes, bringing you the latest news, wins and conference highlights all week long. Catch all the coverage here.

Friday’s batch of Silver and Bronze winners included the oldest category at the Cannes festival, Film, as well as Sustainable Development Goals, Dan Wieden Titanium, Glass: The Lion for Change and Grand Prix for Good. Canadians were recognized with four Lions today: two Silver and a Bronze in Film, as well as a Bronze in Sustainable Development Goals.

FCB Toronto was given yet another nod for its work, “The Count,” for SickKids, bringing the medal count for that campaign to four, including a Gold for Health & Wellness. Another Canadian agency recognized on the final day of the festival was Klick Health Toronto, which earned a Silver in Film for its work “Love Captured” for Human Trafficking Awareness and a Bronze for “18 Months” for Second Nurture. And over in Sustainable Development Goals, the Bronze went to Publicis Canada and its “Wildfire Watchtowers” work for Rogers.

Another massive win for Canada included not one, but two Young Lions (pictured above) taking home medals in the annual competition. In Design, the Gold Young Lion was awarded to Rethink’s senior motion designer Jesse Shaw and ACD Zoë Boudreau. The second, a Bronze in Media, went to Cossette Media’s business intelligence analyst Samuel David-Durocher and product development supervisor Tristan Bonnot-Parent.

Film (2 Silver, 1 Bronze)

1 SILVER: “The  Count” by FCB Toronto for SickKids Foundation

“The Count,” a striking campaign from FCB Toronto for SickKids Foundation, has earned 1 Gold, 2 Bronze and now 1 Silver for Film at Cannes. If you watch it, it’s easy to see why. The collaboration between brand and agency honoured the hospital’s “VS” platform, while steering it in a new direction from its initial development by previous AOR Cossette. The creative celebrates childhood cancer patients who have to fight for every birthday, while honouring the hospital’s own milestone – 150 years and counting.

 

1 Silver: “Love Captured” by Klick Health Toronto for The Exodus Road

Klick Health Toronto added to its medal tally with a Silver in Film for it’s work “Love Captured” for The Exodus Road. The creative features a romantic getaway that isn’t what it seems in an experiential short film for the global anti-trafficking organization. The experience takes viewers through a tragic and twisting experience of exploitation.

 

1 BRONZE: “18 Months” by Klick Health Toronto for Second Nurture

Klick Health Toronto also won a Bronze in the Film category for its work, “18 Months,” done for the charity organization Second Nurture. The animated film is based on a real-life story in which a same-sex couple adopts a baby found in a subway station, and the 18-month journey into a story of hope.

Sustainable Development Goals (1 Bronze)

1 BRONZE: “Wildfire Watchtowers” by Publicis Canada for Rogers

Publicis Canada landed on the winners board for its work, “Wildfire Watchtowers,” for Rogers. The Canadian-developed wildfire-detection tech – which has been billed as “a fire alarm in the forest” – uses AI-powered sensors installed on 5G towers to monitor vast remote areas in real time. By scanning, identifying and reporting early signs of wildfires (up to 16 minutes faster than other systems), the technology helped prevent 54 fires in 2024 alone.

Catch the Gold winners later today when they’re revealed at the gala in Cannes.