Pathways 2025 Talent Initiative

How will the marketers and advertising agencies of the future attract and retain the kind of talent they need to lead? How will academic institutions better adapt and
prepare students for careers in a rapidly transforming business world? And how can students find more clarity, more choice and more meaningful work when they
graduate?

Answers to these challenging questions will only be found by bringing industry and academia together. In 2017 the AEF is embarking on a mission to create
a cross-industry and academic coalition – Pathways 2025 — focused on understanding and building the next generation of marketing and advertising talent. It will be led by industry practitioners and academic experts and informed by a deeper understanding of the needs and career aspirations of the emerging talent pool.

Work has already begun and the discovery phase of a groundbreaking research study is in the field. For the first time ever the study explores the challenges from the perspective of the hiring companies, the academic community, and the most important players, the students themselves. At the same time the AEF is embarking on a number of initiatives such as developing custom quantitative research on industry talent issues, creating joint workshops with the ANA’s CMO community, and launching a Talent Innovation Lab in partnership with Wake Forest University to ‘hothouse’ new ideas and explore the future of marketing. Our first event will be a 14 school case competition in February focused on ‘Marketing the Profession of Marketing’. Stay tuned – the winning campaign will soon be appearing on aef.com!