|The Talent Search Continues in AdLand
By: Dwayne W. Waite Jr.
The ranting and raving for talent in the advertising industry enters the limelight again as the ad:tech conference in New York City quickly approaches. This NY Times article highlights the industry's search for talent at both entry-level and executive capacities. The leaders of the advertising industry are having a difficult time adapting to the digital age; it seems that not only are they looking for the right talent to bring in to their respective agencies, but it is becoming clearer that they may not be exactly sure what they are looking for.
With open job titles like "Yield Optimization Manger" and "Director of Human Capital," it is hard to believe that there is a shortage of the right talent.
Agencies, especially those that specialize in digital and behavioral targeting, are looking for those professionals who can do one thing right: everything. Joe Zawadzki of MediaMath says that the right person has a combination of pure quantitative skills, applied marketing skills, and an understanding of how advertising technology works. Oh, that's it? Ask the leading minds of WPP, Omnicom, and Publicis if they understand all of those, and get back to us.
Yes, the media buying and consumer targeting landscape is changing, and rapidly, but let's not get ahead of ourselves. The article continues by pointing out the kind of advertising activities the digital advertising business is looking to accomplish. Again, the genius mind of Zawadzki says the up-and-coming leaders of advertising would be able "to come up with thousands of ideas, put them out there and see what works." Where do you ask? These creatives would be able to conjure up different ideas for different audiences located in different venues.
Correct us if we're wrong, but isn't there already an industry in place that does that? It's called advertising.
If there is a talent shortage, what exactly are they looking for? It sounds like they need a sound advertising professional, who understands statistics, and can apply an analysis that can be developed into code that can track and target specific consumers. Like marketing analytics, but more complicated to make it sound smarter.
Weinstein from an executive search firm concludes that the agency world needs to start looking for realistic talent. No wonder they are having a difficult time finding people who are highly creative, tech wizards (or yield optimizing gurus), and business sharks. Those people will be few and far between.
Maybe it is not the talent that is the problem. It sounds like the industry still doesn't understand the industry. As the tech and advertising worlds combine, we'll see a better understanding develop of how both worlds will operate. Right now, the industry is looking for the home run.
The Integer Group
Des Moines, Iowa
Experiential Creative Director
Moore and Scarry Advertising
Marketing Database Manager
New York, New York
User Experience Designer
San Ramon, California
Customer & Technical Support Specialist
Online Marketing Coordinator
Senior Account Executive/Supervisor
Digital Marketing Manager
Lucile Packard Children's Hospital
Menlo Park, California
Director of eMarketing & Public Relations
New Media Jobs