The industry is maturing, and therefore agencies have got to invest in the future of the business. This involves spending time, effort and money before it’s too late to train newcomers as well as existing employees to give them on the range of skills and disciplines needed in sales promotion. Agencies must see this as an investment and not a cost. The shift in mindset is absolutely essential.
The lack of junior people is a problem because we didn’t invest three years ago and the same will happen again if we continue to neglect this area. Companies who do not do this, will suffer both in quality of output and profitability.