Blog FPO

Universities could help the failing marketing industry

The marketing and advertising industry is suffering from a lack of talented employees.

As such, this week, the Association of National Advertisers announced a new initiative called the Talent Forward Alliance to identify talented professionals and support them in their careers – via professional development and continuing education.

The initiative will foster stronger partnerships with universities and colleges to raise awareness of marketing as a desirable career choice and craft professional development strategies.

The program will use mentoring and campus visits to attract candidates to the field. ANA is launching Pathways 2020, an initiative that aims to build relationships with 1,000 universities, 1,000 professors and 1,000 students by 2020. It includes a speaker program in which advertising industry professionals visit colleges; a fellowship program to encourage college professors to visit ad agencies and marketers; and, for students, a series of internships and immersive fellowships designed to offer real-world experience in the industry.

“Talent is the foundation for our future success and for providing the pathway that will lead to successful brand building, innovation and the advancement of business performance,” ANA CEO Bob Liodice said. “It’s the ANA’s strategic intent to reach out to all constituencies so that we can address this defining issue for our industry. It’s our responsibility to enhance our industry’s most important asset — talent — to energize brand and business growth."

Technology companies offering career alternatives is the largest challenge to recruiting employees, according to the most recent Association of National Advertisers report.

“As an industry, we are falling short in inspiring and preparing our next generation of talent and failing to invest sufficiently in building the capabilities of our current teams,” Liodice said. “The time for immediate and urgent action is now."

Gardian of the Month: Karel Wagner

The Gardian of the Month is Karel Wagner, Instructional Design Learning Consultant at Prime Therapeutics.

Read More >

LinkedIn: Workplace learning is on the rise

LinkedIn contends the short shelf life of soft skills coupled with a tightening labor market has created a skills gap. As such, talent development leaders recognize the importance of employee learning and are increasingly planning opportunities to foster employee growth.

Read More >

Voices and Views: April

Event Garde is committed to professional development, for ourselves and for our industry. As such, we’re avid readers of industry news. We’d like to share these must-reads with you.

Read More >

The Ultimate Guide to Trade Show Marketing

This Ultimate Guide to Trade Show Marketing will take you through the entire strategizing, planning and execution processes for your upcoming trade show to ensure you’re fully prepared for trade show marketing success.

Read More >

Learning in the workplace: Change is needed

But in today’s quickly moving business climate, businesses aren’t spending the amount of time they should on workplace learning, according to a new report published by the 70:20:10 Institute in partnership with Docebo.

Read More >

The Gardian of the Month: Alina Cooper

Alina Cooper, manager of client projects for Event Garde, is Gardian of the Month.

Read More >