At first glance, the marketing industry appears strong as ever heading into 2019. Digital marketing roles have doubled in 2012, and ad agency jobs are nearing an all-time high for the first time in nearly 20 years. But despite the industry’s robust overall position, in-house marketing divisions and ad agencies are still grappling with the challenges of building a team that possesses the combination of traditional and digital skills needed to thrive in today’s media landscape. That’s why a new generation of marketing leaders are adopting universal standards to change the way their teams assess and hire prospective employees, and their competitors would be wise to follow suit.
