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A talent gap is growing between the skills that many new advertising jobs require and the number of people who have those skills. The dilemma, one familiar to many industries across the country, is particularly acute for jobs that require hard-core quantitative, mathematical and technical skills. The talent pool, advertising technology company executives say, is not a deep one. And those who have the skills are in high demand, often fetching annual salaries that can reach $100,000. “There is pain for hiring in digital at all levels,” said John Ebbert, managing editor of AdExchanger.com , a Web site dedicated to advertising technology.
Thanks to Neil Perkin for curating another highly topical, highly relevant, highly provocative Firestarters event on behalf of Google. And thanks to Mel Exon , Martin Bailie and James Caig for providing said provocation by way of three alternative views on The New Operating System For Agencies. This is not a summary of the evening. This is a personal reflection on some themes that resonated with me whilst they’re are still fresh in the mind.
I often wonder what makes us pull up short. Why do we not step over the line between being comfortable and terrified? Between the center and the edge? Between staying the course on a path we know leads to a slow decline and another that leads to an exciting but unknown future? It’s a question I often ask myself not only in the world of advertising and business but also in life.
The upper right: new services for new clients is where innovation and growth occur I was recently asked eight pretty good questions for an upcoming conference on advertising and innovation. They cover everything from ad industry trends, to innovation, to new sources of revenue – all topics that agency leaders have to be thinking about given the relentless change that continues to challenge if not confound us. Thought I’d share my answers here and am hoping you might do the same. Would be interesting to see if we agree or differ and if we can learn from each other. What’s on the horizon – are there two or three future trends, issues or opportunities you believe will significantly change or impact our business?
SYDNEY, AUSTRALIA, July 25, 2011 - The practice of public relations is set for a major change with Ogilvy PR Australia announcing a number of initiatives aimed at taking the company and the profession into the next decade.
Stunts, installations, neat tech ideas and UGC – advertising has been experimenting with all manner of new methods of engagement.
Ad agencies are really good at certain things.
Recently, I finished up the 21 Days to a More Engaging Facebook Presence series and I learned something very valuable that I might not have ever learned otherwise.
One day, MailChimp CEO Ben Chestnut discovered that his company had acquired a new tagline. Chestnut hadn’t approved, or even known about this rather significant new bit of corporate identity, but there it was--"Love What You Do"--on the footer of the company website. At most companies, changing a piece of punctuation in a line of ad copy takes three weeks of meetings between about 14 people across six departments.
Digital services accounted for an estimated $8.5 billion (28%) of the $30.4 billion in 2010 U.S. revenue generated by the 900-plus advertising and marketing-services agencies that Ad Age analyzed for Agency Report 2011. Digital's share of agency revenue rose from 25.8% in 2009.
The trend of senior execs departing big agency networks before they figure out how to adapt to the new world order isn't one that's isolated to the U.S. On the other side of the Atlantic, too, a crop of talented and ambitious ad folk have forsaken big salaries and good benefits to strike out on their own.
Nike qui communique sur la localisation de ses usines, Levi's qui fait du social: certaines marques utilisent l'implication et la transparence comme argument publicitaire.