Helping to inform and inspire young people
Looking forward to talk with Freya Williams in June
The UK media industry has extraordinary depth of talent, but the digital talent pool, in particular, struggles to keep pace with the level of demand. This demand will only increase as the need for data skills grows: “In five years’ time, the media landscape will be predominantly programmatic, with media activated in near real-time, informed by data.
While data skills are key, agency heads also say they don’t just want analysts. Rather, the ideal marketers of 2020 will be creatives with technical abilities as well as soft skills to deal with clients and colleagues.
Paul Blundell, director of interactive and innovation at FCB Inferno, said that staff with a combination of talents will be the most in-demand as the industry develops. He suggested that a singular job title such as “designer” may become less common, or at least less relevant, in the next decade. “I always like to know what people are doing outside of work and what their other skill sets are. I call it their forward slashes; maybe they are a designer and they dabble in code, so a designer/coder,”
AND proposes to work with a school to develop a media focused pilot that enhances student’s technical abilities whilst supporting and highlighting much needed soft skills. The pilot will be driven by the local (Canary Wharf) employer Time Inc. UK including their over 60 media brands including NME, Wallpaper, Marie Claire, Cycling Weekly.
School: St. Paul's Way Trust
Employer: Time Inc UK, FCB Inferno
Delivery Partner: A New Direction