Five lessons from Marketing's Next Generation of leaders

Disenchanted, detached, demoralised. If that's your view of the next generation, you may be spending too much time with the Daily Mail.

The description is certainly at odds with Marketing's 2012 Next Generation of rising stars and future leaders. The 'D' you find here: dedication, to their brand, customer and even broader society.

At a time when the economy is as grim as the November weather and marketing as much about crisis-management as building a brand, our young marketers have their work cut out for them, and they know it.

Managing big budgets, partnerships or campaigns, here's what we found out about our trailblazers:

1. They are given a lot of responsibility early on

Each of the 30 has at least one major launch under their belt. Some have already proved their bona fides: Bryn Snelson of eHarmony, for example, is the brand's country manager, promoted after managing a £7m budget.

2. Roles are diverse

You need the correct balance of rigour, empathy and creativity, depending on whether you are managing partnerships, customers or campaigns. Greg Nugent, former marketing director of LOCOG, nominates brand manager Heather Mills for her handling of London 2012 stakeholders, agencies and sponsors.

3. Passion is the common ingredient

'I live and breathe my brand and really don't see it as a job.' So says Coke Zero brand manager Sarah Pajak, whose sentiments would sound twee if they didn't echo those of all the marketers here.

4. Your next boss will probably be a woman

The marketer's blend of leftand right-brain skills, mixed with organisational and creative abilities, is gender-neutral. But with 19 of our 30 young marketers female, the likelihood of women dominating the next generation of marketing leaders is strong.

5. For this generation's bosses, the rules have changed

The challenge for marketing directors is not 'how do we manage the next generation?' but 'how do we empower it?' so they can achieve their business dreams and reach their potential.

Nothing else will do for these bright young people, for whom the future can't come soon enough.

Noelle McElhatton is editor of Marketing or follow me on Twitter: @n_mcelhatton


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Burberry's flagship Shanghai store facade responds to weather changes
Subway considers taking fast food to fast lane with F1 sponsorship
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands
Dove tries to tell women their beauty is innate through placebo patches
Wonga faces social media storm after forcing Twitter to remove satirical material