Intelligence, adaptability and the ability to keep it simple have been cited as the key attributes that up-and-coming creatives and marketers should possess.
Marketing, creative, media and PR leaders believe tomorrow’s industry successes will need, above all, simplicity.
Henry Tajer (pictured), executive chairman of Mediabrands and president of the Media Foundation of Australia, said: “The single most important skill set that everyone needs to keep reminding themselves of is simplicity. If you learn the skill of simplification then, no matter what channel you are working in, simplicity gets you through and allows you to work with clients to create and develop communications.”
And Stuart Gregor, founder and creative director at Liquid Ideas, and chairman of the PR Council, said: “I agree with Henry about simplicity – there is too much bullshit in our industry. But secondly, curiosity is important. You have got to be interested to be interesting.”
They were addressing the Mumbrella 360 conference in Sydney yesterday, where ‘Dumb Ways to Die’ creator John Mescall , executive creative director at McCann, named intelligence, artistry and adaptability as the skills he looks for.
“They are not hard skills, but if you possess them then, in a world that’s evolving rapidly, you will always be able to apply yourself commercially successfully,” Mescall said.