MediaBuyerPlanner: Achieving a successful creative career is more complicated than in years past, a new survey suggests: 85 percent of advertising and marketing executives polled said their profession is more demanding now than it was 10 years ago, according to a poll by The Creative Group, writes MarketingCharts.
When asked to describe their greatest professional challenges, almost one in three (32 percent) cited balancing work and family obligations. Staying current on industry trends and technologies was the second most popular response, provided by 28 percent of those polled.
Summary of survey results:
- Advertising and marketing executives were asked, “Do you think a career in advertising or marketing is more or less demanding compared to 10 years ago?” Their responses:
- Much more demanding – 53 percent
- Somewhat more demanding – 32 percent
- Neither more nor less demanding – 10 percent
- Somewhat less demanding – 2 percent
- Much less demanding – 2 percent
- Don’t know – 1 percent
- Advertising and marketing executives were asked, “What would you say is your greatest career challenge?” Their responses:
- Balancing work and personal obligations – 32 percent
- Staying current on industry trends or technologies – 28 percent
- Keeping motivated/inspired on the job – 16 percent
- Measuring the success of your team – 15 percent
- Don’t know/other – 9 percent
“The media environment has become more fragmented, and advertising and marketing executives must be able to use a broader array of tools – from social media to branded entertainment – to reach target audiences,” said Dave Willmer, executive director of The Creative Group. “This is an industry with a constant learning curve, and staying relevant means being adaptable.”
