Churn is the biggest concern both advertisers and agencies have regarding their media talent, according to recent research from ID Comms.

The 2022 Global Media Talent Report was based on data from a survey conducted in March 2022 among 81 professionals who work for advertisers or agencies.

Some 68% of respondents who work for advertisers and 75% who work for agencies cite talent churn as a major challenge.

Biggest concerns advertisers and agencies have over media talent

Some 76% of respondents who work for agencies and 90% of respondents who work for advertisers believe it will get harder to find the right talent over the coming year.

Will it get easier or harder for advertisers and agencies to find media talent this year

Respondents believe most talent capabilities will need to be built both internally and externally over the next two years.

Content is the capability respondents believe will need to be built most internally. 

Talent capabilities that advertisers and agencies will need to build in the next 2 years

About the research: The report was based on data from a survey conducted in March 2022 among 81 professionals who work for advertisers or agencies.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji