“Media management is a complex art, and many multinational marketers use advisers to help them navigate a constantly changing ecosystem,” said Matt Green, global lead for media and digital at the WFA. Brands eager to bring their advertising strategies in-house are discovering tapping the talent pool is not as simple as they thought, according to a report by marketing consultancy ID Comms. Agency executives can be reluctant to move across to brands because of the less obvious career progression and the more limited range of work. Furthermore, brands without a long-term strategy can be reluctant to invest sufficiently to attract the best talent. The study found that agencies with an established brand have been able to tap into the talent pool, but those who don't have such a relationship may struggle in attracting top talent, especially if it comes at
Brands eager to bring their advertising strategies in-house are discovering tapping the talent pool is not as simple as they thought, according to a report by marketing consultancy ID Comms. Agency executives can be reluctant to move across to brands because of the less obvious career progression and the more limited range of work. Furthermore, brands without a long-term strategy can be reluctant to invest sufficiently to attract the best talent. The study found that agencies with an established brand have been able to tap into the talent pool, but those who don't have such a relationship may struggle in attracting top talent, especially if it comes at