Integration needs staffing

I agree with many points in the feature “Upwardly mobile” (MW May 3) particularly those raised with regards the more integrated approach being taken by companies which once wholly specialised in sales promotion. Indeed, I would go as far to say that the sales promotion industry as we once knew it no longer exists. Clients demand more services and value for money from their agencies and this demand runs beyond the remit of the traditional concept of sales promotion.

However, a big threat to the future of these agencies – in light of the move towards greater integration – is staffing. Particularly the training, acquisition and retention of staff. Agencies in this new, multi-disciplined, environment need staff with a wide range of marketing skills. Finding such experienced staff, training them where appropriate and retaining them has become critical to the success of agencies. This is something agencies have traditionally been poor at doing. If agencies devote more time to staff and staffing issues in this new environment, not only will employees benefit but so will the bottom line, and the industry will go a long way towards dispelling any outdated preconceptions that might be held by clients.

Only once the issues with staffing are solved will the industry shed its old, pigeon-holed, reputation.

Steve Harding

Managing director

Tarantula Responsive

London WC2

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here