With all the changes, evolution and disrupters, advertising is still about smart, creative writing
28 November 2019 - 16:22
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A big problem exists in adland — the increasing lack of skills in all disciplines; whether the right skills are being developed for an industry that is grappling with its own identity and place in the business ecosystem; and if it can afford to pay the expensive new people it needs in order to survive.
These would include data scientists, analysts, social media strategists and a raft of other job specs that probably haven’t been invented yet.
Bemoaning the lack of writing in the brand communication space, the CEO of one of the country’s biggest agencies noted that what is still at the heart of the advertising craft is high-end creativity.
Best to find people, he said, who are both left- and right-brained, or second prize is make sure they get along, which at times can be like a room full of Turks and Kurds.
This skills debate is the principal one that is raging in the advertising world right now as the margin-battered industry grapples more than ever before with its place in the businessworld.
The companies that find the right mix of people who can straddle data management with creative magic are the ones that will win in the end.
This seemingly intractable conundrum is tackled head-on in this year’s AdFocus. If we claim to have all the answers we’d be lying. We’ve simply identified what we think are the salient issues and have tried to point you in a direction.
Jeremy Maggs
Click below to page through the full edition of AdFocus 2019 (zoom in or switch to full screen for ease of reading):
Support our award-winning journalism. The Premium package (digital only) is R30 for the first month and thereafter you pay R129 p/m now ad-free for all subscribers.
READ IN FULL | Financial Mail AdFocus 2019
With all the changes, evolution and disrupters, advertising is still about smart, creative writing
A big problem exists in adland — the increasing lack of skills in all disciplines; whether the right skills are being developed for an industry that is grappling with its own identity and place in the business ecosystem; and if it can afford to pay the expensive new people it needs in order to survive.
These would include data scientists, analysts, social media strategists and a raft of other job specs that probably haven’t been invented yet.
Read previous editions
Click here to read other past editions of Financial Mail AdFocus
Bemoaning the lack of writing in the brand communication space, the CEO of one of the country’s biggest agencies noted that what is still at the heart of the advertising craft is high-end creativity.
Best to find people, he said, who are both left- and right-brained, or second prize is make sure they get along, which at times can be like a room full of Turks and Kurds.
This skills debate is the principal one that is raging in the advertising world right now as the margin-battered industry grapples more than ever before with its place in the businessworld.
The companies that find the right mix of people who can straddle data management with creative magic are the ones that will win in the end.
This seemingly intractable conundrum is tackled head-on in this year’s AdFocus. If we claim to have all the answers we’d be lying. We’ve simply identified what we think are the salient issues and have tried to point you in a direction.
Jeremy Maggs
Click below to page through the full edition of AdFocus 2019 (zoom in or switch to full screen for ease of reading):
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READ IN FULL | Financial Mail AdFocus 2020
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