Learning and Development for Marketing, Advertising and Creative
Training planned from need rather than from the calendar.
What this looks like in marketing, advertising and creative
The parts of learning and development that are specific to this sector, rather than general.
Development in a Billable Business
Where learning time competes with utilisation.
What this coversHide
Development in a Billable Business
Where learning time competes with utilisation.
What this coversHideAgency development runs against utilisation targets, so any programme that is not protected will lose to client work every time.
- Non-chargeable development time protected in practice
- Craft development by discipline - creative, strategy, media, production
- Client handling and presentation skills
- Commercial and account management capability
- Senior people developed as managers, not only as practitioners
- Exposure to senior client conversations as development
- External courses and conferences budgeted rather than ad hoc
- Development discussed separately from utilisation review
Developing senior practitioners as managers is the gap that most affects agency retention, because the people running teams were promoted for craft and given no management support.
The general method — what learning and development covers, the questions it answers and what an engagement produces — is the same whatever the sector, and is set out on the learning and development process page. What is above is the part that differs for marketing, advertising and creative.
Other HR topics for marketing, advertising and creative
Where to start
Most engagements begin with a review of how this runs in your business today, then a written process and the sequence to implement it.
See all HR topics for marketing, advertising and creative, or another industry.