The State of Young Talent in the Dutch Creative Industry

The advertising industry loves to celebrate big ideas and fresh talent, but what is it actually like in those first few years on the job?

RA*W was founded to bridge the gap between the creative industry and young talent. We open doors, create real connections, and believe the next generation deserves more than just a way in. They deserve a future worth staying for.

WHO IS THE REPORT FOR

This report speaks to two groups.

If you’re a young talent, this is your experience translated into data. You’re not imagining it, and you’re not being dramatic — the numbers confirm it.

If you’re in a leadership position at an agency, consider this your wake-up call.

We surveyed 107 young professionals across the Dutch creative industry to understand what’s really happening behind the job titles. What we found should concern anyone who cares about where this industry is headed.

Why this matters

The advertising industry runs on fresh perspectives and new talent, yet it still struggles to fully support and nurture those voices in their earliest years.

By gathering these insights, we aim to uncover the real challenges young talent face, what genuinely motivates them, and what they need not just to enter the industry, but to grow within it.

Together, these findings can help us build stronger bridges and shape an industry where young talent has the support to truly thrive from day one.

WHAT WE FOUND

1 in 3 doubt they will work in the industry in the coming 5 years
3.6 out of 5, lower than average satisfaction score
92% say culture & mentoring matter most

REASONS

65% feel underpaid
64% see too few real entry-level jobs
52% say mentorship is lacking

What to do

Pay transparently and fairly
Create real junior roles, not bottlenecks
Invest time in mentorship
Show a clear path forward

STATE OF TALENT REPORT

The industry thrives on fresh talent. Now it's time to truly stand behind it.

Thanks, RA*W

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