Ask Keith Weed: Lessons in hiring the best marketing talent

Each week, revered marketer and president of the Advertising Association Keith Weed, who will be one of the delegates at The Drum's Can-Do Festival, will take questions from marketers around the world, using his experience to help solve their problems. Raja Rajamannar, chief marketing officer, Mastercard: What lessons would you offer marketers thinking about talent, now that you are out of Unilever and able to look back? Keith: Having great talent is important for success, whether you’re a football team or a marketing team. However, the type of talent we now need to address the new challenges of modern marketing has changed significantly. Marketing has always been a combination of magic and logic. In recent years there has been greater emphasis on logic and leveraging data, as well as how to build brands across multiple new channels from mobile to e-commerce. All this has added greater complexity and the need for more diverse talent and specialists.

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