Industry-specific marketing training: Highly relevant or too niche?

There is currently much discussion around the value of marketing qualifications and whether formal training is required. In one of Marketing Week’s most read articles of 2016, columnist Mark Ritson sparked a lively debate following his assertion that marketing experts should have a formal qualification. He said: “If [marketers] are being held up as experts in the discipline…

‘Reduce risk by giving your agencies hell’

In my many moons in agency new-business, the most dramatic shift I saw was how marketers approached ‘credentials’ meetings. When assessing network agencies offering established services, they were confident. But when weighing-up emerging disciplines like creative technology, content and service design, they weren’t. Once assured and reserved, they would become curious and confessional. It felt…