How marketing talent can become the leaders of tomorrow

There is more of a two-way learning relationship between senior and the next generation of marketers than ever before, according to findings from the 2015 Creativebrief ‘Marketing Director and Future Market Leader’ survey. 

Due to their increased interest in digital and social media, young marketers face less of a hierarchy within their businesses and are encouraged to share their knowledge with their senior peers.

The research also found that due to the increasingly free flow of information, marketers have a greater ability to learn from other brands around them.

In turn, this has given junior marketers more influence than ever before. But how can they use this new-earned respect to their advantage?

Fortune favours the curious

Firstly, young marketers should posses various personality traits, including agility and a perpetual thirst for knowledge. But most of all they should want to try and fail fast.

Speaking at Creativebrief’s Future Market Leaders event today (1 October), ASDA’s senior director of brand communications Mel Mason said: “The future market leaders are on an eternal quest to understand other industries and aren’t afraid to push the boundaries. Junior marketers should essentially be the multi-disciplinarians of the future.”

To achieve this, up-and-coming marketers should be on the ground and reporting back to their seniors, added BBC Worldwide’s VP of marketing Sara Holt.

“It is of enormous importance to keep up with who is doing the best work in the industry. Young marketers should be going to events, networking and following tech blogs to be inspired by others,” she said.

Jack Lowman, The Prince’s Trust senior head of marketing, also believes that building networks across industries is hugely beneficial to any business.

“The time young marketers spend out of the office is repaid once they bring the knowledge back with them. It is also empowering for young marketers to know that they can make a big contribution. This can only be good for business,” he said.

Words of caution

However, having an eternal thirst for knowledge doesn’t always equal business success.

“Knowledge is a form of currency to young people, but there’s a difference between curiosity and then turning that into something of value to the business,” Lowman explained.

“It’s all well and good signing up to every email bulletin and being on Twitter all day, but you need to turn it into something valuable that the business can use. That’s how the younger generation can build their career.”

– Jack Lowman, The Prince’s Trust senior head of marketing

While new apps like Periscope and Snapchat can seem like an exciting route to brand expansion, young marketers shouldn’t forget to get the basics right first.

“Brands need to ensure that it does the big campaigns well before starting to do the small things brilliantly,” said Harry Windridge, Global Radio’s head of marketing.

“Marketers should aim to build long-term strategy for their brand and not create a single fun piece of content. That’s simply an addition.”

• Find out more about climbing the ranks at this year’s Festival of Marketing, where you can listen to speakers on the “Realising Your Potential” stage. For more information go to: www.festivalofmarketing.com