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Advertising's hiring frenzy.
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Morning Brew December 22, 2021

Marketing Brew

American Express

Happy Wednesday. Here’s an incredibly relatable holiday song from the Morning Brew family.

“From the intern to the staff, everyone’s muting Slack…”

In today’s edition:

  • Advertising’s hiring frenzy
  • Mood Board with a holiday twist

—Ryan Barwick, Katie Hicks

ADVERTISING

Open for business

a sign that says "Now Hiring" in red Francis Scialabba

There were two truths in 2021: You gave up baking, and you (or your best friend) left their job. In fact, maybe both of you did. Neither of you would be alone—a record 4.4 million people quit their jobs in September, according to the US Labor Department.

The advertising, marketing, and media industries, no stranger to churn, have not been spared. And yet, the industry is growing faster than ever—per GroupM, global advertising revenue is expected to rise 22.5% in 2021 to $763 billion, not counting US political ads. It’s considered to be the “fastest growth in the history of advertising,” according to Brian Wieser, GroupM’s global president of business intelligence .

Right now, there are a lot of jobs in the sector. Like...a lot.

  • As of December 17, Roku had 750 openings, The Trade Desk had 572 openings, Criteo had 319 openings, and Google had 10,224 (!) openings on LinkedIn.
  • The hiring frenzy comes as digital advertising, specifically ad tech, is especially on , thanks to interest from investors.

Roku’s VP of product management, Louqman Parampath, told Marketing Brew the most challenging roles to fill include software engineers, data scientists, analysts, and, of course, recruiters.

“I see less the ‘Great Resignation’ and more the great demand,” Eric Franchi, an ad-tech investor and general partner at AperiamVentures, told us, pointing towards the industry’s growth. “It’s an insider space, and the talent pool is quite limited.”

There is a season, churn, churn, churn

For these jobs, recruiters are often looking for functional skills and industry-specific experience, which tends to be taught on the job, explained Ana Milicevic, digital marketing consultant and cofounder of Sparrow Advisers.

“More often than not you’ll have to sacrifice one or the other to some extent to fill a role—which in and of itself isn’t the end of the world, especially for larger companies who can devote time and resources to training,” she said, adding that individuals who have “both skill sets are in short supply, high demand, and command a premium on” compensation.

More broadly, digital advertising is an industry that’s constantly recruiting, as jumping ship for a better opportunity is par for the course.

“It isn’t uncommon for people who have been in a job for a couple of months to parlay that into a more prominent role at a different company and get a nice salary bump and a nice title bump,” Milicevic said.

Read more here, including how a firm called Work Reduce is helping agencies staff up.—RB

        

TOGETHER WITH AMERICAN EXPRESS

Business, Not As Usual

American Express

With the American Express Business Platinum Card®, you can run your business as you normally do...but turned up several notches. 

This card offers flexible spending power, to help cover whatever you need from cloud services to checkout counters.

It’s also packed with rewards that mean business: 

  • Over $1,000 in value per year with statement credits on select business purchases 
  • 1.5x Membership Rewards® points on flights and prepaid hotel booked on amextravel.com 
  • Plus much more 

And as the business-boosting cherry on top, you’ll get support from a Card specialist who understands your business’s needs. 

Your business was started by a big idea. Get a business card with equally big benefits. Terms and points cap apply. Learn more at www.AmericanExpress.com/bplatinum.

MOOD BOARD

The hidden gems in Lego’s holiday campaign

various images from Lego's 2021 holiday ad, including planet earth and a rocket ship Lego

For many of us, the days of playing make-believe are long gone. That’s not the case for the creative team at Lego, who began using their imaginations over a year ago to create the brand’s holiday campaign, which brings Lego’s characters (known as “minifigures”) to life in unexpected and vibrant ways.

We spoke with Lucas Reynoso Vizcaino, brand global creative lead at The Lego Group, about the creative inspirations and strategies behind the spot. Check out some of them below, or read the full story here.

Constantly creating: Vizcaino said “Rebuild the world,” the brand’s global tagline, is an “invitation for everyone to just create something.” The creative team at Lego applied that logic when making the ad, which he said was initially going to end with a single shot of a rocket. Then it became a rocket leaving the globe. Then it became a rocket leaving a globe that’s doubling as an ice cream cone. Practice what you preach.

Bringing imagination to life: Of the more than 500 Lego sets, the spot incorporated around 20, some of which overlap with one another (e.g., the Ferris wheel is part of both Lego Creator and Lego City sets). Vizcaino told us the team showcased items only serious fans might recognize, like the guitar from its limited-edition Mariachi collection.—KH

        

TOGETHER WITH SAILTHRU

Sailthru

A magnificent marketing marriage. Finance media and data-driven ESPs go together like chocolate and peanut butter and a little bit of jelly on top (seriously, try it). This guide from Sailthru explains why, and features tons of info on topics like building subscriber engagement through personalization, the advantages of ESP automation, and much more. Download Sailthru’s guide here

WHAT ELSE IS BREWING

  • The National Hockey League is taking a week-long pause because of omicron.
  • Adidas’s NFT drop was hijacked by someone who bought 330, despite a two-limit rule.
  • Ruffles is airing an ad on Christmas Day starring LeBron James, who signed a deal with PepsiCo earlier this year.
  • AB InBev signed a five-year sponsorship extension with the NFL.
  • AT&T selling its ad-tech platform Xandr to Microsoft.

FRENCH PRESS

French Press Francis Scialabba

There are a lot of bad marketing tips out there. These aren’t those.

Pin it: If your brand’s on Pinterest, don’t miss this 57-page report on best practices for the platform. Yes, there is a lot of color coordination.

IG: Likes on Instagram probably do make you happier, so here are seven tips for more engaging carousel posts.

Meta meets gamers: This report from Meta explains how mobile gaming can be more inclusive. Marketers should give it a read.

Nail a new marketing channel. SMS marketing can offer impressive results (like 99% average open rate and 30+% click-through) at a time when generating growth in e-commerce marketing has gotten tougher. Join this webinar from Attentive to learn the keys to a successful SMS strategy in 2022 and beyond.*

*This is sponsored advertising content.

METRICS AND MEDIA

Stat: According to a survey of 76 professionals who work in publishing conducted by Digiday, 54 “indicated they had at least direct knowledge of the company’s plans to replace third-party cookies.”

Quote: “Even if a company doesn’t have your name (which they probably do), they can still acquire your address, internet search history, smartphone GPS logs, and other data to pin you down,” writes Justin Sherman, a fellow and research lead for Duke University’s Data Brokerage Project, in Wired.

Read: Retailers Find TikTok a “Sunny Place” for Advertising—Sapna Maheshwari for The New York Times

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Written by Ryan Barwick and Katie Hicks

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