The Australian Association of National Advertisers (AANA) has warned of a shortage of talent in the advertising industry, with companies struggling to fill roles.
The advertising body said the industry is also battling to attract top graduates as marketing competes against the higher salaries paid in fields such as financial services, law and the applied sciences.
To combat the problem, the AANA will hold a Marketing Education Summit in parallel with its Annual Congress on 10 February 2011 to bring together key academics and industry leaders to discuss how curriculums can be improved. The Summit will be convened by AANA Chairman Joe Talcott.
“Many advertisers have also noticed that their agencies are struggling to hold on to good staff, and there is growing frustration with turnover and having to skill-up and brief the ‘new faces’ working on their businesses,” said AANA chief executive Scott McClellan.
“There is concern among marketing heads that our tertiary institutions are not turning out graduates who can quickly move into responsible junior marketing roles in the business.”
“Industry bodies like AMI, ADMA and the Communications Council are doing a great job in providing continuing professional development, but it is the raw talent coming out of schools that needs to be addressed.”
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