Tag: DMA

Creatives most prominent marketing personality type with Persuaders the rarest

Stuart Mitchell

Back in September 2021, the Data & Marketing Association’s (DMA) Talent division launched the ‘What Type of Marketer are You?’ quiz, to emphasise what types of careers the creative, data and marketing industries can offer. With over 2,300 quiz completions, the DMA found that Creatives are the most common personality type among both students (27%) and current industry professionals (29%). The DMA’s analysis also found that Persuaders are the rarest personality type across students (7%) and industry professionals (3%). However, there was a notable difference between them (4%), with students…

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Edinburgh Napier University students win Gold in DMA’s Breakthrough Award

Stuart Mitchell

One of the most prestigious awards for young talent trying to get a foothold in the data and marketing industry has been won by Jez Carr and Alex Schotten from Edinburgh Napier University. The campaign ‘Conscious Cup-ling’ won this year’s DMA Breakthrough Award, sponsored by PwC. The winners of the award was revealed during the DMA Awards night. Each year aspiring creatives battle it out for the chance to impress some of the biggest names in marketing by working on a live creative brief, for a real client or business.…

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Over half of consumers now try to shop locally after impact of pandemic

Stuart Mitchell

The DMA recently asked consumers about their preferences when it comes to buying from brands. The research reveals people across the UK are increasingly interested in supporting local businesses when making buying decisions (58%) – especially those aged 65+ (67%). It is clear that many consumers have continued to shop locally throughout 2021, even once restrictions were lifted. Indeed, possibly due to positive experiences during lockdown and a newly formed community spirit, consumers have become more willing to support homegrown businesses. According to those surveyed, supporting the local economy (36%),…

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DMA calls on creative industries to support youth employment

Stuart Mitchell

The Data & Marketing Association (DMA) is calling on the creative industries to step up recruitment and support for entry-level marketing talent. At 11.7%, the UK’s youth unemployment rate remains worse than many other countries, and today more than one in eight (12.6%) of the UK’s under 25s are neither working nor in full-time study. Talent has become of increasing concern to the data & marketing industry, and society more widely since the pandemic began. According to the DMA’s latest research insights, which asked 220 senior marketers what they believed…

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Senior marketers believe diversity and inclusion is biggest challenge facing the industry

Stuart Mitchell

‘Diversity and inclusion’ is the data and marketing industry’s biggest challenge (58%), according to a survey completed by nearly 220 senior marketing professionals across the UK who judged the DMA Awards 2021. ‘Retaining talent’ (53%) and ‘Attracting talent’ (49%) were also seen as key issues, which will likely have been exacerbated by the severity of events over the past 18 months. In addition, around half (48%) of data and marketing professionals surveyed also cited measurement as a challenge the industry must overcome – specifically around ROI. ‘Meaningful Measurement’ was the…

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