ANA Creates Plan to Address Marketing Field’s Talent Crisis

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ANA Best Jobs Ever Video Screenshot

The ANA has a new initiative addressing the shortage of marketing professionals with a new campaign targeting college students with the objective of persuading them to choose marketing as a career. tackling the marketing industry’s ongoing talent crisis head-on with a new multi-tiered campaign designed to inspire talented and diverse university students to choose marketing as a career. The campaign, called “Best Jobs Ever,” aims to “connect marketers with millions of college students seeking summer internships and entry-level jobs.”

ANA CEO Bob Liodice said the campaign is grounded in a powerful idea, that the marketing industry offers “some of the best jobs young people have never heard of” and adds that the campaign is designed to optimize the talent pipeline from college students through to CMOs.

“Top-quality talent is the lifeblood of our industry, but the current system for attracting and retaining talent isn’t working, and we need to take immediate action,” Liodice said. “This campaign demonstrates just how creative, innovative, and powerful a career in marketing can be, and I urge all ANA members to support it in whatever way they can.”

Companies responsible for the initiative include American Express, whose CMO is leading it, Procter & Gamble, Verizon, Sephora, and IBM. “As the lead of the Global Growth Council’s Talent Development and Organization team, I strongly believe in the importance of attracting and training the next generation of marketing talent,” said American Experss CMO Elizabeth Rutledge. “I hope to continue to drive progress in ensuring this next generation understands how dynamic a career in marketing truly is.”

A campaign video created by McCann Worldgroup highlighting the wide variety of marketing industry jobs available to students and a toolkit can be found at www.ana.net/bestjobsever.

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