How brands can close the marketing skills gap
Brands need to address the missing skills in marketing departments by focusing on core abilities, offering training and adapting quickly to change.
Brands need to address the missing skills in marketing departments by focusing on core abilities, offering training and adapting quickly to change.
As part of Marketing Week’s big debate on whether marketing ‘experts’ need formal training in marketing, we asked three CMOs and business leaders where they stand when hiring.
Following the uproar caused by Marketing Week columnist Mark Ritson’s assertion that all marketing experts should have a formal qualification in marketing, senior marketers on both sides of the argument debate the hotly contested issue.
In a period of post-Brexit uncertainty and potential recruitment freezes, marketers will need to embrace upskilling to maintain a competitive advantage.
Rather than only prioritising training for their teams, marketing leaders should carve out time for learning and rethink what ‘upskilling’ really means.
Analysing £1.8bn of media investments across the UK, a post-Covid/Brexit advertising effectiveness study found profitability varies greatly by media, with TV the greatest driver of overall profit volume.
While its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Agencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.