Mastercard’s Raja Rajamannar: Why Marketing Still Offers The Dream Career
In this guest post it’s none other than Mastercard’s chief marketing and communication officer Raja Rajamannar (main photo). Here, he argues that graduates might be flocking to more “trendy” careers such as tech, when there’s never been more exciting a time than to be a marketer…
Rallying for a Misunderstood Field: Marketing
Imagine: You’re 18 and on the verge of the biggest, most transformational chapters of your life. You’re faced with an important decision – picking your major. You want something that excites you, challenges you and adds purpose to your life. Odds are that you’re not considering marketing.
In my 30 plus years as a marketer, I’ve seen the gravitas of our discipline decline. Not because the field isn’t interesting, but because the perception is inaccurate – it’s been overtaken by other “trendy” professions, be it from Silicon Valley or tech. The reality is that there has never been a more exciting time to be a marketer. And I’ll tell you why.
You can make a difference – and a lasting impression
An astounding 70 per cent of people believe brands should stand for what they believe in. Consumers are willing to change their brand choice based on the stance and actions that a brand takes on various societal issues.
In fact, brands with a high sense of purpose have experienced a brand valuation increase of 175 per cent over the past 12 years. This puts a huge opportunity in front of marketers today to make a difference not only for their brand and their business, but to the world at large. Very few other fields can claim to play the kind of role marketing can play in shaping cultures and enabling impactful change on a local and global scale.
The possibilities for personal growth are tremendous
Today’s marketers have the incredible opportunity for constant growth and continuous learning. Marketing is one of the only fields that stimulates both the right and left side of the brain at such a high level.
As one plans to go into the field of marketing, they need to be multifaceted, multitalented, a jack of all trades, a general manager. They need to be conversant with public relations, digital technologies, data science and business financials and models.
Having a diversified skill set, while also understanding the fundamentals of how to simultaneously build the brand and the business is the new expectation of marketers today. And, that not only enables tremendous personal growth, but also can be hugely rewarding.
The pace is exhilarating
The rise of digital and data has created more change for marketers in the past five years than the preceding 25. Technologies like Artificial Intelligence, Augmented Reality and 5G are opening up new opportunities and dimensions for brand expression and consumer engagement. It’s an incredible time for marketers as they get to play with the newest technologies and find a way to make it work for their brand.
New technologies have supercharged the marketer’s toolset, providing actionable, data-driven insights, allowing for thoughtful planning, execution and, perhaps most importantly, allowing marketers to measure their results with laser accuracy.
So, what is marketing today?
Let’s be frank – marketing is a glamorous field. What other field allows you to see the world, meet some of the world’s most influential people and encourages passion, purpose and pride?
Marketing is one of the rare professions that is much more than a job. It’s more of a mystic art and science that exercises both the right and left brain, a combination of the creative and the analytical, and serves a bigger societal purpose – whether you’re a data nerd or a creative geek – it’s holistic, rewarding and gratifying.
Now, imagine you’re an 18-year-old and someone told you that you could go into a field where you’re constantly playing with the newest technologies, travelling the world and meeting the coolest people. You’re living in a fast-paced, exciting environment, experiencing the joy of seeing your work come to life in a very visible and tangible way. You are building a career in a field where you’re always learning and challenged, and have the opportunity to impact people’s lives. Now, that’s marketing today!
Latest News
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.