Senior marketers who began their careers before the introduction of digital marketing must work harder in the industry or risk being bypassed by younger rivals, according to Christoph Michalski of SCA.

“One of the challenges companies have is that people have started to work there and have grown up in certain jobs. In all companies I have seen so far, you have the same ageing population in the overall demographics," he marketer told Marketing Week.

“The question is: how do you ensure that, despite your ageing population of marketers, you keep the freshness and also the drive of wanting to win.

“To be honest I had not heard of Instagram before Facebook bought it for $1bn, so I am thinking about how many things are out there that are significant enough to pay that much for, which I have never been exposed to.

“And I would not say I am a remotely buried marketer never looking [outside] my patch.”

Research has shown that marketers over the age of 50 are losing out on promotions to younger, 'digital-savvy' co-workers. 64% of those polled by EMR feel there is more age discrimination now than 5 years ago.
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