Magazine article Marketing

Editor's Comment: Welcome - Five Lessons from the Next Generation

Magazine article Marketing

Editor's Comment: Welcome - Five Lessons from the Next Generation

Article excerpt

Disenchanted, detached, demoralised. If that's your view of the next generation, you may be spending too much time with the Daily Mail The description is certainly at odds with Marketing's 2012 Next Generation (page 33). The 'D' you find here: dedication, to their brand, customer and even broader society.

At a time when the economy is as grim as the weather and marketing as much about crisis-management as building a brand, our young marketers have their work cut out for them, and they know it. Managing big budgets, partnerships or campaigns, here's what we found out about our trailblazers:

1. They are given a lot of responsibility early on

Each of the 30 has at least one major launch under their belt. Some have already proved their bona fides: Bryn Snelson of eHarmony, for example, is the brand's country manager, promoted after managing a pounds 7m budget.

2. Roles are diverse

You need the correct balance of rigour, empathy and creativity, depending on whether you are managing partnerships, customers or campaigns. Greg Nugent, former marketing director of LOCOG, nominates brand manager Heather Mills for her handling of London 2012 stakeholders, agencies and sponsors. …

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