Skills Census


Is creativity still valued? 
Are we talking about AI? 
What about data analytics?

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A comprehensive report covering:

  • Which skills are most important to individual career progression and which are necessary for corporate success?  
  • Where are the biggest training opportunities?  
  • Comparison of skill sets between B2C vs B2B, company size and Agency vs Client.

Skills assessed include Data, Channel Management, Strategy & Planning, Content & Creative, Management.

Responses from over 700 individuals, representing a broad cross section of the industry. From start ups to large corporates, across client, agency and vendor companies.

Produced in partnership with

The marketing industry is evolving at a rapid pace.  ADMA has teamed up with B&T to survey a broad range of marketing and advertising professionals to determine the most in-demand skills for 2020.