By Jon King

The agency world’s in a constant tug-of-war between generalism and specialism. Here, Croud’s Jon King says to expect a big (and protracted) move to the generalist side of the equation, this year and beyond.

Here’s a prediction that’s not about AI: generalist talent will become more important in 2024 to both clients and agencies. I’m so confident in this prediction that I would expect it to continue through 2025 and beyond.

From fragmentation to integration

Over the past 20 years we’ve done a great job of fragmenting marketing communications into a confusing jigsaw puzzle of specialisms.

This was driven by necessity; Read full story ›

Source: The Drum