What's Next In Marketing: What's Next: The Great Digital Talent Hunt

Comments

**a cultural change must take place **

This, by far, is the most important element and one so few people still seem to get. People look at us and think our atmosphere can be unprofessional. They don't see it as having ANYTHING to do with the less than 2% turnover rate we have, even with average salaries well below what our competitors will pay.

Agencies aren't willing to wholesale reinvent their culture, even when they know there really is no other option.

Posted by: Rick | September 06, 2007 at 08:46 PM

I have to agree that the cultural aspect is key. I haven't worked in a large ad agency, and the more I spend time with people who do, I realize that I wouldn't want to be in their shoes. They're either talking about their inability to get the traditional ad guys out of their old ways of thinking or have resigned themselves to the fact that retention isn't really an issue. They seem to expect that every three years, there will be a changing of the higher ups, and their jobs will go when their boss's job goes. I've never understood why, in a time when you need to create what's next rather than figure it out, there isn't more of an effort to create a creative environment where people want to stay and feel free to take risks. Being " a creative" isn't just what you do, it's who you are.

Posted by: Bill Snyder | September 08, 2007 at 03:16 AM