Staff Reporters
Feb 14, 2019

Marketers focused on boosting in-house media skills

New research from ID Comms finds that advertisers are increasingly looking inward when it comes to media capabilities.

Brands’ top concern in 2018 was bolstering their in-house digital media talent pools with a focus on planning, according to ID Comm’s 2018 Global Media Talent Report.

Having surveyed 129 advertisers worldwide, with responsibility for more than US$10 billion in media spend, ID Comms found that most were concerned with increasing their in-house capabilities across all media functions.

Confidence in internal talent meeting a brand’s evolving marketing needs has shrunk Only...

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