Demand for creative skills dwindle amid rise of ‘tech-savvy’ marketers, says Economist study

A global study of marketers by The Economist has found that 80 per cent think the marketing function is in need of a restructure to “better support business”, while 29 per cent believe the need for change is “urgent”.

‘The rise of the marketer’ report, sponsored by ad tech firm Marketo, was based on a global study of 478 “high-level marketing executives” from big-spending brands, just under one third of which operate in APAC.

It found that while the power of marketers is expected to grow in an era where companies depend more on data and tech, the demand for creative marketers is dwindling.