Wednesday 25 April 2018

Warning of 'time bomb' on staffing

Neal Davies of BBDO
Neal Davies of BBDO

Michael Cullen

Six in 10 Irish marketers got an increase in salary in the latest reviews, up slightly on last year, a joint report by recruitment group Alternatives and the Marketing Institute shows. The best-paid jobs are in data, with a starting scientist's salary averaging €50,000 and a top salary in data analytics paying about €150,000. 'Analytics everywhere' is becoming the mantra. As a result, data talent is in heavy demand but in short supply.

However, the biggest earners are in established tech, sales and marketing roles, with a salary of about €250,000 for a retail chief marketing officer, a FMCG marketing director and a public affairs boss in financial services.

The salary and marketing insights survey of 1,200 marketers shows that while the gender pay has narrowed somewhat, disparities still exist.

Women got lower increases than men, with 42pc getting 5pc or less, compared with 36pc for men. While 61pc of men got a bonus, the figure for women was 51pc. The jobs with the widest pay gaps between men and women are in senior communications and data analytics.

Alternatives managing director Charley Stoney
Alternatives managing director Charley Stoney

More women lead men when it comes to account executive roles, with a 17pc gap showing women averaging €32,045, versus most men on €27,500. The role of marketing manager also has a female lead, with a 13pc gap - most women earning €65,813, compared to the average male on €58,076.

Alternatives managing director Charley Stoney says that at a time when good people are hard to find, the research identifies "a ticking time bomb" for Irish business as respondents give themselves a two-year countdown before moving jobs - something that may cause staffing problems in marketing if not properly planned for.

Interestingly, TV advertising, the one-time unassailable biggest budget item, falls out of the top five for the first time, at 23pc. Stoney says this may reflect the changes in viewer behaviour, the increasing popularity of Netflix and new routes to information. Promotions and PR (26pc), sponsorship (27pc) and email marketing (28pc) all lead TV.

Not surprisingly, Brexit is seen as 'a downer' by marketers, with one in three respondents suggesting that it will have a negative impact. Most concern about Brexit is in the motor industry, FMCG, government, travel and retail. Marketing budgets are in line with current trends, with one in two respondents expecting no change, while team size is on the increase.

Stoney says the findings indicate a role-reversal in marketing. As efforts are made to recruit and retain talent, businesses are selling themselves hard to employees because talent demand often outstrips supply.

There is also a degree of catch-up being played out as companies try to upgrade tech, insights, data and digital skills. Gigs are alive and well, with one in three respondents freelancing or working to contracts.

Q The Irish International agency name is no longer, as owner Omnicom has rebranded the Sandymount creative shop as BBDO. The name-change coincides with a number of personnel changes, including Ian Young standing down as agency boss to make way for Englishman Neal Davies and the planned departure of deputy managing director Dave McGloughlin and sports-sponsorship expert Gary Daly.

Long regarded as a top-notch creative agency, using the slogan 'Insight, Excite', its clients include Aviva, Barry's Tea, Calor, Diageo, Eason, EBS, Flahavan's, Glanbia, 98FM, Mars and PepsiCo. Omnicom's other local agencies include TBWA, media agencies OMD and PHD, PR firms FleishmanHillard and Drury Porter Novelli and the field marketing company, FMI.

Q The rumour mill in adland is putting out the word that Rothco has won the National Lottery creative account in a final two-way contest with TBWA. However, the National Lottery is remaining schtum, pending an official announcement soon.

Lidl has narrowed down its review to two agencies - TBWA and its sister Omnicom agency, BBDO. TBWA previously handled Dunnes Stores, while BBDO was long the Centra agency in its Irish International days.

Q The final shortlist for this year's Marketer of the Year (MotY) has been narrowed down to three contenders. Fulfil Nutrition's Niall McGrath, Just Eat Ireland's Edel Kinane and Pieta House's Brian Higgins are the three candidates under consideration by the MotY judges.

The winner will be announced at an industry lunch in Roberta's restaurant in Temple Bar on Thursday, November 16.

Q PR and media training agency director Anton Savage was MC for the outdoor advertising awards in the Shelbourne Hotel, where the grand prix winners were PML's campaign for Cadbury's Dairy Milk and Guns or Knives for the rebrand of Hailo as MyTaxi.

Michael Cullen is editor of Marketing.ie; cullen@marketing.ie

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