I didn’t make any industry predictions for 2014. But one thing is certain to happen: More and more advertising and marketing firms will continue to grab any business they can. Whether they’re competent in a certain type of work or not.
If you’re hiring any kind of marketing firm, it’s always good to look at the DNA of who you’re considering. Start with their website. For example, if you can’t find anyone with a creative background in the leadership section, then don’t expect creativity to be a priority. Don’t expect much PR assistance if there isn’t anyone in upper management trained in it. And if you’re looking for a job, watch out: You also won’t find recruiters or project managers with much knowledge of job roles that the firm doesn’t traditionally hire.
It’s the subject of my latest column on Talent Zoo.