The strength of the advertising industry depends on empowering the next generation of creative leaders. As the industry evolves, its resilience comes from those who are prepared to navigate change, lift others up, and carry forward lessons that shape the future. This all starts with supporting and empowering the next generation of talent.

ADCOLOR FUTURES is a program dedicated to identifying and nurturing rising leaders in the advertising, marketing, media, and public relations industries. This year, two FCBers earned a coveted spot in the 2025 program: Natalia C. Alfaro, Strategic Planner and Jay Towns, Copywriter at FCB Chicago.

Following this year’s program, Natalia and Jay reflected on the moments that moved them, the advice they’ll carry forward, and the goals they’re setting as they step boldly into the next chapter of their creative journey.

What were your biggest takeaways from the program?

Natalia: “1: Support others! Especially those walking on the same stage of their career as you. No one understands the current-day hurdles, pressure, or balancing act of ambition/finances like a peer who’s in it too. Their insight isn’t just advice — it’s a reminder that you’re not on the road alone. So, let’s cheer each other on.

2: Celebrate failures! Our LinkedIn feeds are splattered with achievements when, in reality, it took at least one mistake to get there. You operate with more data when you fail –– you get to change a variable, try again, and see when/how you reach success.”

Jay: “1: If you want to go fast, go alone. If you want to go far, go together.

2: An abundance mindset unlocks a group's potential. When people compete for less, they shrink what's possible.

3: Your lived experience is your superpower. Identify it and communicate it with conviction. That's how you create the biggest impact on everyone you meet.”

What was your favorite moment or most inspiring session, and why did it resonate with you?

Natalia: “Our second conference day, T.D. Jakes opened with his ‘Words of Inspiration’ which ended with a standing ovation. One of his points argued that ‘the new big is small,’ as small rooms hold the greatest power of change. The room represents opportunity, the door a restriction, the lock an obstacle, and the key we carry, the smallest of all, but unlocks boundless potential.”

Jay: “My favorite moment: Submitting our hackathon brief at 3:29 PM (3:30 PM deadline). If I could bottle that feeling and sell it, I’d never have to work again. But I’d still work. Because I like this job, and we have free coffee in the lobby. My favorite session: T.D. Jakes took the conference to church. The message was strong, but the way he moved on stage was the real lesson. He read the crowd in real time, shifted his cadence, tightened or expanded a point as the room responded. It was a reminder that great communication isn’t about sticking to the script, it’s about giving the audience what they need in the moment.”

What’s one piece of advice you received that you’ll carry with you?

Natalia: “‘You are not happening on accident.’ – Vida Cornelious, SVP of Creative & Strategy for NYT Advertising. A reminder to let go of imposter syndrome and be intentional in the rooms I enter.”

Jay: “A 6-inch pot produces a 6-inch plant. If you’re no longer growing, it’s time to find a different pot.”

What’s one goal or intention you’re setting after this experience?

Natalia: “Putting a comma after my role, not a period, because craft & new skills are always being honed.”

Jay: “My goal: Share 12 original pieces of creative work over the next year.”

What surprised you most about the program or the conversations you had?

Natalia: “The amount of ‘big wigs’ who were willing to be honest and vulnerable about the obstacles they faced to reach their current position. From founder of ADCOLOR and Chief Diversity & Inclusion Officer of Sony Music Group, Tiffany R. Warren, to Founder of Mielle Organics, Monique Rodriguez. Their stories where inspiring and a motivator I’ll take with me.”

Jay: “1: Everyone has the same doubts. The difference between those who succeed and those who don’t is their willingness to fail over and over again.

2: Speaking with so many at the top of their game completely shattered my assumption that you have to be ruthless to make it to the top. Turns out there's plenty of room up there to just be a good human.”

If you could give advice to the next ADCOLOR Futures class, what would it be?

Natalia: “Embrace it –– this group of people are now some of your biggest supporters. Learn from them –– they are also the best of the best, so listen to the advice they have to offer.”

Jay: “1: Don’t audition, participate. You’ve already proven you deserve to be in the room.

2: Monitor your energy tank. No point in being present physically if you’re not there mentally.

3: Help others help you by clarifying your career story and sharing it confidently.

Oh, and document in real time. Everyone wishes they took more pictures. Except me, who believes they took the exact perfect amount.”

In an industry that is evolving rapidly, what do you think is most important for the next generation of creatives and marketers to learn, carry forward, or prioritize?

Natalia: “Outside of prioritizing AI and how it fits into YOUR workday, I would say carrying forward the stories that have gone unspoken. Those human moments aren’t going away –– let’s speak to them because that’s how you and/or a brand connects with people.”

Jay: “Don’t let an org structure put your creativity in a box. They don’t know what they want until they see it. This is the era of the Renaissance creative. AI enables your creative expression to stretch further than ever before, exponentially increasing your value as an asset to any organization.

Two-step program:

1. Master your craft to become undeniable.

2. Combine your worlds to become indispensable.”

As rising talent, what are your hopes for the future of our industry?

Natalia: “We are a voice in culture, so my hope is that our voice empowers strength in the individual and empathy towards those around us.”

Jay: “Our industry survives only if we keep storytelling at the center. Awareness isn’t a strategy anymore. The biggest brands already have the mindshare. The consumer question has shifted from ‘Have I heard of you?’ to ‘Do you understand me?’ That means moving from extractive marketing to relational marketing. Brands need to be in ongoing conversation with the communities they profit from, delivering value instead of noise.

Most agencies still run on a Mad Men operating system. Meanwhile the world has cycled through digital, social, streaming, AI, creator economies. That disconnect is why great ideas die in committee and why volume gets rewarded over vision.

My hope is that we can redesign the agency business model around the thinking that drives value. A system that treats creatives like problem-solvers instead of production units, positions account teams as strategic partners instead of middlemen, embraces R&D as an essential process, and leverages AI as a canvas for bigger ideas instead of a shortcut to sameness.

I’m trying to push that shift from the inside by using my own experience as leverage, championing ideas that center human truth, and pushing for work that lets storytelling lead and brands dare to follow.”

How has FCB supported or empowered your professional growth?

Natalia: “Forever grateful to FCB for exposing me to the ADCOLOR FUTURES program the moment I started. Especially to the Strategy Group here in Chicago, who helped me hone my skills and find my unique voice in the room.”

Jay: “At FCB, I've learned to identify where I bring unique value, and leadership has encouraged me to lean into those strengths. I've also taken full advantage of upskilling resources like GenAI certifications through LinkedIn Learning and career coaching through BetterUp. What inspires me most is the diversity of leadership styles here. It shows me there's no single path to success, and it motivates me to follow what I'm passionate about, trusting I'll find where I'm meant to contribute.”