Time is running out for nominations to one of advertising’s most prestigious recognition programs. The final deadline for the 2025 Ad Age 40 Under 40 is Thursday, July 24, giving potential nominees and their supporters just days to submit their applications.
I’ve watched this program highlight exceptional talent year after year, and it consistently serves as a barometer for who’s making waves in our industry. For those unfamiliar, the 40 Under 40 list recognizes outstanding professionals who have made significant contributions to advertising, marketing, and media before reaching their 40th birthday.
Why This Recognition Matters
The advertising landscape is constantly shifting, and the 40 Under 40 program helps identify those who are not just keeping pace but actively shaping its future. Recognition on this list can be career-defining – opening doors to new opportunities, partnerships, and visibility within the industry.
For young professionals, this represents more than just an award. It’s validation of their vision, hard work, and impact. For agencies and brands, having team members recognized reinforces their commitment to nurturing top talent and innovative thinking.
What Makes a Strong Candidate
Based on previous years’ selections, successful nominees typically demonstrate:
- Measurable impact on their organization or clients
- Innovation in approach or execution
- Leadership qualities that extend beyond their immediate role
- Contributions to the broader advertising community
The most compelling nominations tell a story of transformation – how the individual has changed something fundamental about how their organization operates or how the industry approaches challenges.
The Submission Process
If you’re considering submitting a nomination (whether for yourself or someone else), remember that specificity matters. Generic praise rarely stands out to selection committees. Instead, focus on concrete examples and measurable outcomes that demonstrate why this person deserves recognition.
The deadline – July 24 – will arrive quickly. This is not something to leave until the last minute, as rushed applications rarely showcase candidates in their best light. Gathering supporting materials, testimonials, and case studies takes time.
Beyond the Recognition
What happens after being named to the 40 Under 40 list? For many past honorees, it marks a turning point. The visibility often leads to speaking engagements, board positions, and expanded professional networks. Some use the platform to advocate for causes they believe in or to mentor the next generation of advertising professionals.
I’ve spoken with several past honorees who describe the recognition as both validating and challenging – validating of their path so far, but challenging in that it raises expectations for what comes next.
The true value of programs like 40 Under 40 isn’t just in recognizing past achievements, but in creating a community of innovators who can collectively shape the future of advertising.
As the deadline approaches, I encourage qualified candidates to put themselves forward, and for leaders to identify and nominate the rising stars in their organizations. The future of our industry depends on recognizing and elevating fresh perspectives and approaches.
Whether you’re submitting a nomination or simply watching to see who makes this year’s list, the 2025 Ad Age 40 Under 40 will undoubtedly highlight professionals worth watching in the coming years.
