Casting the Right Hook Into the Digital Talent Pool

  |  December 5, 2011   |  Comments

Before we can become greater than our parts, we must change the current culture in digital advertising.

We're an industry of fisherman. This advertising industry is one built on ideas, but funded on the hours spent executing off those ideas. In many ways, advertising (especially digital advertising) has become the antithesis of the Chinese proverb, "Give a man a fish and he eats for a day, teach a man to fish and he eats forever." But to teach a man to fish, he must first be receptive to learning.

When I consider what this means for digital advertising talent, it's clear that before we can become greater than our parts, we must change the current culture. There's little doubt that the present digital environment is challenged by a shortage of talent based on the demand the marketplace has created. Sitting on the agency side, this is further compromised by the opportunities for financial growth that are constantly presented at virtually every turn, which lead to job hopping and a reticence to invest in talent just to see it walk out the door for greater pay elsewhere. This growth, however, comes with a price.

I recently spent time with an individual who, during our conversation, lamented that he didn't have the right mentor to help with his career growth. The tragedy of the moment was that the individual, who is immensely talented with great potential, doesn't lack a mentor. He lacks a manager. Therein lies the real challenge with today's talent crunch - the lack of individuals qualified to be actual managers of people.

In the digital space, we hire for talent, we develop skills to manage clients and execute strategies, but we rarely hire managers who truly understand how to cultivate and inspire those who work for them. Yes, we have team leaders, but that responsibility set and the rewards we place on them are rarely tied to developing our talent to the degree that they will become the next generation of leaders.

In sports, it's suggested that a great coach is, above all, a leader of men and women. She is someone who can unify and align people behind a common vision. This person is someone who can motivate people to give more of themselves than what they might have otherwise believed possible. Are we doing the same in our digital environment? Are we hiring people because they can plan and execute a media buy alone? Is that enough? Are we not obligated to them and ourselves to expect more because the returns will have tangible value for us in the work product and business growth that can be delivered over time?

When was the last time you heard someone utter the phrase "They taught me everything I know" and it meant more than how to buy something? Digital advertising has the benefit and curse of being a very, very young industry. Yesterday's planners are just now starting to evolve into strategists and even bleeding into traditional media roles in select cases. However, for the digital side to truly meet the challenges of tomorrow, we need more managers and stronger leaders who understand and prioritize the value of training and investing in employees. Without these managers and leaders, we'll continue simply fishing for our supper day in and day out, and will miss the opportunities to teach team members to fish so they're able to eat forever.

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ABOUT THE AUTHOR

Chris Copeland

Chris Copeland is chief executive officer of GroupM Next, the forward-looking media innovation unit of GroupM. Chris is responsible for curating and communicating insight-focused media solutions across established and emerging platforms. Leveraging his multi-year experience with emerging media companies, Chris is tasked with stewarding GroupM Next in partnership with agency leadership from GroupM's four media marketing and marketing service agencies (Maxus, MEC, MediaCom, and Mindshare). The focus is participating with those companies leading changes that most impact consumer media consumption, brand favorability, and purchase behavior.

Guiding the Predictive Insights, Technology, Research, and Communications teams at GroupM Next, Chris is responsible for overseeing the amplification of insights into opportunities that directly benefit the business of GroupM agencies and their clients. GroupM is the world's largest media investment management group and the media holding arm of WPP. Together, GroupM agencies represent almost $30 billion in overall North American billings (RECMA).

Chris helped guide the development of GroupM Next, which was established to deliver the best thinking and new insights from within the GroupM community. The unit also focuses on technology innovation connecting all media channels, but especially, online, social, mobile, and addressable.

Chris was selected to lead GroupM Next after nine years of leading the search marketing practice within GroupM. Among his accomplishments are the development and integration of the global search marketing offering for GroupM agencies, GroupM Search, which managed $1.3 billion in search billings globally and grew to more than 1,000 search marketing strategists serving 40 countries. In 2009, Chris created the research division of GroupM Search and developed research studies that deepened the understanding of consumer behavior across search and social media for leading brands and garnered global traction - most notably: The Influenced: Social Media, Search, and the Interplay of Consideration and Consumption; The Virtuous Circle: The Role of Social Media in the Purchase Pathway;and From Intent to In-Store: Search's Role in the New Retail Shopper Profile.

Chris entered the digital industry in 1996 when he joined search marketing agency WGI (later acquired by Tempus Group). He has been with the WPP and GroupM family of companies since 2000 when, recognizing search as an emerging media channel with incredible potential for brands, WPP acquired Tempus Group and CIA, and ultimately rebranded the search marketing agency as Outrider. As senior partner and managing director of Outrider, Chris delivered on GroupM's vision for the channel, leading the organization to 500 percent growth with global presence over five years, and establishing award-winning search marketing strategies that have become industry-wide best practices. In 2002, Chris successfully implemented the integration of search into the cross-channel media planning process at MEC, creating the first search marketing practice to sit within a media communications and planning company. In 2007, he guided the business expansion of search marketing practices into all GroupM agencies. In 2009, Chris was named CEO of GroupM Search, where he was responsible for driving global search strategy for the organization, while fostering the innovative application of search as an integrated channel. In his role, Chris also provided digital strategy counsel for clients, including AT&T, Dell, Audi, Volkswagen, and more.

Chris is an active member on advisory boards at the 4A's, Google, Yahoo, MSN, and I-COM. He is a frequent speaker in global forums discussing the digital marketplace and how the space is evolving, and serves as a regular resource to national and industry press. Chris contributes editorial commentary regularly to Advertising Age, ClickZ, MediaPost, and MediaBizBloggers.com. In fall 2013, Chris was honored as an inductee into the ClickZ Digital Hall of Fame.

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