Advertising Week: Key points discussed

08Oct12

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The ninth annual Advertising Week recently concluded, on October 5, in New York with ‘mobile advertising’ emerging as a dominant theme for the future of advertising. There was a strong emphasis to collaborate technology with creativity and saw representatives from prominent digital and social media companies like Facebook, Twitter, Tumblr speak on their respective advertising offering and shared audience behavior from their websites. Interestingly, over the year, this event has become more ‘fundamentally about digital, mobile and social media, underscoring how they have become fundamental ways of selling goods and services’.

The news coverage for the event this year comprises of articles with headlines such as ‘How to Create Conversation and Follower Responses’, ‘Big Data: Value of Social Intelligence’, ‘Ready, Willing and Able? Consumer Attitudes on Data Privacy’. 

However, from the Media Work point of view, I found two articles particularly interesting. One appeared on the adweek website and other in the NYT. In the latter, Andrew Keller, chief executive of Crispin Porter & Bogusky, which employs nearly 900 people, said that although the agency will continue hiring in areas like “creative, strategic and digital,”, it will be “eliminating some positions, less than 5 percent, most in areas not absolutely essential to our creative product.”

The adweek article headlined ‘Ad World Desires Multicultural Tech Talent’ spoke about how advertising companies are desperate for talent which combine ‘tech and creative savviness’ as they prepare for a more mobile and digital advertising market. Another dimension of multiculturalism, which is important in current global market to understand consumers in a particular region, is making this procurement of talent difficult.

The article notes:

It’s difficult enough for agencies and brands to compete with startups for the brightest tech minds, marketers say—it’s even harder when you’re also looking for diverse talent that inherently understands African-American, Latino and Asian consumers. In short, multicultural tech recruits appear to be at a premium.

More over the following quote, appearing in the same article, clears any sort of ambiguity regarding the lack of talent in the advertising industry.

“We have a talent issue in this business,” said Steven Wolfe Pereira, an evp at MediaVest. “We don’t have enough talent at the top, much less the junior level”

These news articles and issues are relevant to us in the context of technology and its impact on advertising, PR and marketing industry. 

-Namrata

 

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