Despite widespread controversy around the way agencies handle media and rebates, marketers are still poorly trained when it comes to media planning and buying.
Just 9.4% of marketers and agencies believe their current media training programmes are at ‘satisfactory’ levels, according to a new report by ID Comms, which polled 117 senior executives at agencies and brands.
When it comes to explaining this skill shortage, over half (60%) agreed there was not enough financial support for media training, while 27% listed a lack of time and 12% stated this type of training should be provided for free by agencies.
Yet Tom Denford, chief strategy officer at media consultancy ID Comms, says brands must start providing their own media training. “Brands can no longer simply rely on agencies to provide free training but must take active steps to improve their own skills and commit to a programme of continuous media education,” he adds.
Bron en volledig bericht: Marketingweek