Untypical talent management as link between marketing and customers

Marketing has been associated with and related to professions connected with creativity for a long time. However, with the era of big data and artificial intelligence, creativity faded into the background. Today, marketers’ primary task is searching for hidden insights about their clients to create a more relevant brand message.

Correctly collected and analyzed information may become the foundation for numerous internal documents: from the editing policy and tone of voice to technical tasks for marketing launches.

Meaning that skills of collecting, qualifying, and analyzing data become essential for any business.

However, other trends influence the market and create new development space.

Role of analytical skills

Today, there exists a tendency to hire employees with analytical skills. Employers prefer such candidates, relying on the realities of a rapidly developing data processing environment.

According to the Deloitte research, while establishing the most essential traits an employee should have, the majority of 556 CMO interviewed highlighted analytical expertise, leaving behind creative skills in almost every field, except for the consumer one.

10 years ago, a similar situation would seem absurd.

Megan Namet, senior vice president of marketing at Loblaw Companies Limited, states that the creative approach has not vanished but is transformed. Meaning that the shift of focus from creativity to data processing does not suggest the transformation of creative skills into analytical ones, rather one complements the other.

We face the process of unification and fruitful co-existence of data analysis and processing specialists, strategists, programmers, and artists to achieve a holistic result through joint efforts.

Hybrid teams and conscious creative approach

By uniting specialists with various skills, the company has a chance to analyze the existing problems from polar perspectives and find an optimal solution.

However, do not forget that the talent management structure may be rather complicated, especially when acting through large-scale reorganization. It is easier and sometimes more effective to make small and flexible adjustments in separate working units according to a global goal.

Another difficulty is consistency at all working levels. According to Nanne Bos, communications director at the Swiss financial company Aegon, the most efficient and future-oriented approach to global marketing is neither a centralized nor decentralized approach, but the coherence between the markets while maintaining flexibility.

Bos indicates that it can be achieved by creating a design space that will enable consumers to download design elements and upload them to provide other market players with the chance to use them.

Agencies and influencers

Agencies often serve as a foundation to realize creatives for numerous brands. But since such organizations often have lots of clients and projects, their workflow may look like mass production instead of the provision of a unique product.

Against this background, the work of an influencer seems strikingly different. This type of cooperation provokes the feeling of inclusivity and individual approach.

Moreover, in some regions, such as China, the influence marketing industry is years ahead of most countries in the world. TikTok, a platform for video-hosting, has recently organized a “camp for creators”, where influences consult brands regarding their promotion on the platform.

Remote work: replenish missing skills and reach clients

Even the most qualified teams sometimes require additional experience and specific skills to achieve the tasks set. According to the Deloitte research, 63 employees with higher education out of 11 500 interviewed work remotely. The given situation provides marketers with new possibilities to create a successful hybrid model of work.

Steve Carlile, CMO at Younique Products, an online cosmetic company, noted that the development of remote work changed the way the brand hires employees for good. The advantages include access to a specialized set of skills, the creation of a more diverse team, and in many cases, geographic rapprochement of employees with business partners and suppliers.

This approach helped the Younique Products company create a team of employees-representatives of various cultures, thus increasing the chances of reaching potential clients around the world.

Bill Beck, CMO at Anthem, a health insurance company, sees benefit in the combination of key strategic work processes for personal cooperation. For example, when Anthem was developing a new creative platform, Beck marked the moment when his team gathered together to create a platform realization as a key moment in the development of the project. He is convinced that personal cooperation in the creative environment is the future we are heading to.


In general, the market is pretty tired of typical staff creative employees who do not help businesses. Under the incredible competitiveness and supersaturated digital space, every business should have enough collected and analyzed data to separate and become better. Therefore, creativity gave way to such aspects as relevance and correctly gathered and interpreted data.

Since more and more decent specialists work remotely and are reluctant to attend offices, the emergence of hybrid teams and the effort to balance remote and office work, or a complete shift to remote, is the solution almost every significant market player is seeking.

Modern business has access to target audiences from around the world and a chance to compete with similar offers globally. Requirements go up, and the exchange of data requiring processing goes up as well. Therefore, the given trends are a rather predictable reaction to similar market changes.



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