Disruption in the media and communications space is far from a new headline, but the exact shifts occurring can be difficult to articulate. However, the tenth annual Guardian Changing Media Summit has drawn this somewhat nebulous topic back to the forefront of public consciousness.
As programmatic advertising, online video advertisements, and mobile become increasingly important aspects of marketing, the talent demanded in the media and communications industry is drastically shifting. Clients of media agencies have begun to questions whether they can take on these more technology-oriented tasks in-house—a potential threat to the industry. But according to Karen Blackett, the CEO of MediaCom, agencies are seeking more tech talent to ensure that they remain relevant. She explains, “media agencies are recruiting different but complementary talents – content experts from production and film backgrounds, those with robotic degrees and cutting edge data analysts, all working as a seamless, integrated team”.
This trend is far from isolated. As the creative and the technical continue merge in various industries, it’s clear that the U.S. is in dire need of flexible talent with a both a penchant for creativity and a knowledge of computer programming. Between 2012 and 2022, the Bureau of Labor Statistics projects employment for the industry, which already boasts more than 300,000 professionals, to grow 8.3 percent.
Contributor: Jillian Di Fillipo