CMO survey warns talent shortage is holding the industry back

This figure has risen from 27% in 2015, which is when MediaSense first launched its Media20:20 programme and highlights that talent is a growing concern in the industry. 

Meanwhile, the future of cross-media measurement is in jeopardy, with 42% of those surveyed believing the ambition to find a better balance between brand and performance marketing “will never be realised” with almost half (49%) citing self-interest as a key limiting factor. 

According to the survey, CMOs are also likely to shift their attention towards sustainability and measuring the environmental impact of media, with 46% planning to focus more in this area.

Andrew Lowdon, director of agency services at ISBA, said: “The Media 2025 findings, especially those on talent, support ISBA’s industry imperative to attract and retain the brightest people across the industry and to continue to develop the case for advertising as a force for good.”

Ryan Kangisser, managing partner, strategy at MediaSense, added: “Covid has had a profound impact through (for many) an unanticipated growth of ecommerce, which has exposed acute gaps across talent and measurement.  

“Now is the time for greater cross-industry collaboration and leadership to find solutions which better support this constantly evolving and converging ecosystem.”