BlogsFuture Proofing Your Career

If you have Apple or Google on your resumé there’s a sense that (at least for now) you are future proofed. These organisations interact directly with their consumers and learn more about each of them on a daily basis than a packaged-goods company might hope to learn about an individual consumer in a lifetime. Whilst FMCGs such as Unilever and Procter & Gamble make a significant investment in research, Google has a deep real-time data-driven understanding of consumers and an innate understanding of how to sell creativity that engages, influences and motivates. It’s this real-time understanding, exploited through organisational structure and processes geared around driving creativity, which enables it to innovate, as well as produce and buy content at speed, which sets it apart in a marketing context. Commercial creativity permeates these organisations and is part of their inherent culture.

The aggressive expansion of these ‘creative tech’ brand owners has fueled an exponential growth in the demand for business leaders and senior talent who understand the scalability of creativity and how to foster and leverage creativity for commercial success. The primary source of this talent has been the communications agency space, but the battle for leaders has been something of a one sided affair thus far, with the leading creative tech brand owners offering agency stars the opportunity to experience an innovation and content driven parallel universe that’s a million miles away from the traditional advertising agency space.

With a small number of exceptions, creative agencies are struggling to re-invent their business models in a faster moving, more content driven world, and, to be blunt, agency CEO’s don’t believe they’ll learn much about progressive marketing working with FMCG old establishment clients who expect agencies to spend most of their time developing and pre-testing TV scripts.  More often than not these agency stars join creative tech businesses for less money than they’re making in their agency CEO job (although the stock based incentive plans are usually better) because their primary driver isn’t money, it’s to future proof their career.

For more information on future proofing your career or CEO jobs, please contact Gary Stolkin, Global Chairman & CEO

gary.stolkin@thetalentbusiness.com

The Talent Business is the world leader in executive search for creative businesses.  We are the only global search firm specializing in executive CEO jobs in marketing, advertising and communications.  More business leaders, Chief Executive Officers and senior talent are hired through The Talent Business worldwide than any other firm in this space.  

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