• August 5, 2013

Creatives and media buyers with traditional backgrounds are facing career obstacles as agencies increasingly focus on staffing up with IT and data analysis experts, reports The Wall Street Journal.

A variety of executives are quoted as saying the ongoing shift to emphasis on digital marketing and big data, plus automated media buying, is de-valuing traditional advertising positions, creating angst about job security and finding new positions.

Some point to the digital advertising, big-data drivers behind the Omnicom/Publicis merger as the latest example, although the two agencies have said that the merger deal is not about cutting jobs. 

Recruiter Paul S. Gumbinner, whose clients include Publicis Kaplan Thaler and Omnicom, says "Everyone worries about their jobs..."If you're a Don Draper-level person, you're probably protected by contracts. But for 90% of employees, the smart ones understand they need a Plan B. It's a really tough business."