marketing team Archives - Pagina 2 van 5

Why diverse teams benefit agencies and brands

Posted on 23/07/202015/04/2021 by Alva van Beek

Marketing teams that are diverse and inclusive stand to gain a range of benefits, which extend from making smarter strategy to achieving greater impact among the communities a brand is seeking to reach.

Monique Nelson, CEO of UWG – an agency founded in 1969, with the goal of serving Black consumers following on from the civil rights movement – discussed this subject in a session on Lions Live, a digital-content platform run by Cannes Lions, a sister company of WARC.

And to achieve the optimal results, she reported, a team put together by an agency ideally “needs a little bit of everyone to come up with the best solution”. (A video of Nelson’s session can be viewed here)

UWG, which is owned by WPP Group, has “an inclusive team that looks at the work through an inclusive lens,” Nelson said – an approach that draws on the unique perspective of its members.

Lees dit artikel op WARC

Marketingcommunicatietalent spotten in 2020: zoek de generalist

Posted on 26/06/202015/04/2021 by Alva van Beek

En ineens zijn er voldoende talenten op de markt. Zeker in de media- en marketingcommunicatiesector. Welke talenten zijn gewild in 2020? Waar letten recruiters op? Na jaren van zoeken naar specialisten, geldt vanaf nu: zoek professionals die niet alleen specialist maar vooral ook generalist is (en liefst algemeen ontwikkeld).

Nadat recruiters een paar jaar lang een feestje vierden in een arbeidsmarkt waar iedereen trok aan iedereen, zit de inbox van werkgevers sinds twee maanden vol met berichtjes van mensen die koffie willen drinken. Op LinkedIn groeit het aantal ‘available’-vakgenoten met de dag. Marketingcommunicatie bleek al snel tijdens de crisis allesbehalve een vitale sector. De werkloosheid loopt inmiddels snel op, wat niet vreemd is als veel bureaus maar ook mediabedrijven als Talpa en Mediahuis niet weten hoe snel ze van grote aantallen mensen af moeten komen. Met name in Amsterdam groeit de werkloosheid deze maanden snel en ‘ons vak’ heeft een groot aandeel in de toename van de werkloosheid.

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Worried graduates should still choose a marketing career

Posted on 12/05/202015/04/2021 by Alva van Beek

Finishing a university degree is a tense and stressful period in any young person’s life. A melting pot of final exams. The pressure of choosing a career path, then finding your first job. And the ultimate prize of having to pay back the exorbitant tuition fees that allowed you to enjoy higher education in the first place.

But this year, things are even tougher, with the uncertainty around whether students will be able to collect a degree at all – and whether anyone will be hiring if they do.

According to TopUniversities.com, some courses may be deferred, other students will have their degree estimated from coursework and previous exam grades, and some will have to sit their finals online. It’s a mire, and one that’s likely to continue once you leave your friends, switch off daytime TV and attempt to beat the herd to claim your first job.

Lees dit artikel op Marketing Week

Who is tomorrow’s marketer?

Posted on 24/04/202015/04/2021 by Alva van Beek

The marketing skillset is changing rapidly; by prioritising upskilling, soft skills and implementing continuous learning, brands can develop more effective marketing teams, says a leading specialist in media executive search.

This month, The WARC Guide looks at important structural considerations for brand marketers looking to drive more effective marketing – including the need for marketing departments to remain responsive and agile in a constantly changing digitally-powered world. (Subscribers can read the full report here.)

In Skillsets of the modern marketer: How to create a balanced, effective team, Joanna Reesby, partner and founder of media executive search firm Mission Bay, notes that while the core challenge faced by marketers remains much the same as it ever was – identifying the consumer, reaching them and motivating them to buy – the tools required to manage that have multiplied hugely, thanks to the volume of data now being captured.

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Why the CMO’s future role is ‘growth partner’, not marketer

Posted on 24/04/202015/04/2021 by Alva van Beek

Many marketers cite ‘speaking the language of the C-suite’ to be a major challenge for the discipline, especially in an era of shrinking budgets. McKinsey research published in 2019 by ANA Magazine found a link between CMOs who can build relationships within the C-suite and the growth of their organizations. It also found that 27% of CMOs surveyed fell into the Loner archetype, who tend to focus on near-term activities, like ad campaigns and social media, and are seen by CEOs as executors of brand stewardship, advertising, and PR, not as equal partners.

But the Chief Marketing Officer is uniquely positioned to be the CEO’s go-to growth partner. More than driving return on investment from marketing activity, today’s CMO is helping the entire company reach full growth potential by delivering exceptional brand value at every opportunity.

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The strategic case for diversity

Posted on 29/01/202015/04/2021 by Alva van Beek

These days, it seems you cannot be in a room with a group of marketers for even two minutes without being force-fed the latest spoonful of Weed-tasting brand purpose rhetoric. One after another, they line up to tell you how their brands are no longer providers of goods or services, but changing the world for the better.

Come to think of it, consumers should be so lucky that they exist. After all, what is the best way to increase diversity if not through buying a deodorant?

Just don’t look at what the marketers themselves are doing. While perfectly happy to tell anyone within earshot at Cannes how important diversity is, an embarrassingly low 11% of the (more than 1,000) award-winning entries came from agencies with an equal gender split at department and board-level. Less than 2% of Cannes Lions attendees were people of colour or from underrepresented communities.

Lees dit artikel op Marketingweek

Revealed: Marketing’s diversity problem

Posted on 13/01/202015/04/2021 by Alva van Beek

The stark lack of diversity within marketing is a ticking timebomb with the potential to undermine the future creativity and relevance of the industry for years to come.

The 2020 Marketing Week Career and Salary Survey reveals that a staggering 88% of the 3,883 respondents identify as white, with just 4% identifying as mixed race, 5% as Asian and 2% as black.

The gender bias is clear given that 60.9% of all the survey respondents are female, yet their presence considerably lessens the more senior roles become. The Career and Salary Survey research reveals that of the 39.9% of respondents whose company has a marketer on the board, 51.8% of the people in this role are male, versus 48.2% female.

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Marketers need ‘hard’ skills if they want to be taken seriously

Posted on 30/09/201915/04/2021 by Alva van Beek

What makes a good software programmer? The most common answer is their technical skills – how well they can code. These are ‘hard’ skills. There is no point in hiring coders who can’t code, architects who can’t design buildings or finance people who cannot create a cashflow statement.

Non-technical, or ‘soft’, skills are usually defined as some mix of communication, teamwork and empathy, often with leadership, accountability or integrity thrown in for good measure.

For an indication of why soft skills are important, look at Mark Zuckerberg – the definition of a coder. He recently announced that Instagram will soon become ‘Instagram from Facebook’ and WhatsApp will turn into ‘WhatsApp from Facebook’.

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Het Data Science Team: de ideale opstelling

Posted on 25/09/201915/04/2021 by Alva van Beek

We weten allemaal dat verschillende persoonlijkheden en mindsets op de werkvloer elkaar kunnen versterken. Maar wanneer ze elkaar niet aanvullen of zelfs botsen, staat dit de ontwikkeling van een project of zelfs je bedrijf in de weg. Hoe stel je nu het best een productteam samen als het gaat om de ontwikkeling van datagedreven producten? Wanneer vullen datascientists en AI-experts elkaar het best aan?

Voordat we in de verschillende rollen van een datascience-team duiken, eerst wat uitleg wat we onder een ‘productteam’ verstaan en met welke projecten zo’n team zich bezighoudt.

De term ‘product-owner’ ken je waarschijnlijk. In de wereld van de datascience managet deze persoon een team, bestaande uit verschillende rollen, om binnen de organisatie nieuwe datagedreven producten te creëren en optimaliseren. Dit kan een nieuw algoritme zijn, een verbeterde functie op de website van je bedrijf of een uitgebreide oplossing, zoals het Predictive Maintenance-model.

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