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GLOBAL 2016: Future marketing requires different talents and skills

Helen Rowe
Head of Brand and Communications Research

The structure of marketing organizations, how we do branding, and the people and skills we engage don’t match the branding needs of the future. In the past, we looked for minds that were comfortable with scientific processes, but today we need people who are more entrepreneurial, more commercial, and have greater story telling ability. They also need to be a bit of a data scientist, and someone connected to culture, someone who can identify emerging trends and who thinks differently.