Your Job Isn't Invented Yet

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A copy of the talk I gave to graduates looking for a career in marketing, as part of the DMA Creative Data series in Birmingham and Bristol. WIthout a doubt, this is one of the most exciting times to enter the industry. We cover what the future may hold for them in the next wave of innovation, regulation, technology and data. Wherever their careers take them, they're sure to be in for a fast ride.

Marketing

ATTRACT
CAPTURE
RETAIN INSPIRE
MARKETING
STILL DOES
THIS

ATTRACT
CAPTURE
RETAIN INSPIREDATA MEDIA
STRATEGY
CREATIVE

ATTRACT
CAPTURE
TECHNOLOGY
STACK
RETAIN INSPIREDATA MEDIA
STRATEGY
CREATIVE

ATTRACT
CAPTURE
Media Buying
RETAIN INSPIRE
STRATEGY
CREATIVE
Otimising
Targeting
Engaging
Analysing
Insight

Proﬁle 
Postcode: NE20 9 
Mosaic Proﬁle 3: City Prosperity 
 
•High status positions, substantial salaries, expensive urban homes
•Work in ﬁnancial + professional services, politics, media + the arts
•Well-educated, conﬁdent + ambitious elite
•Many are single, less likely to have children
•Constantly on smart phones, manage their life through the internet
•Frequent online shopping. Time more important than price
•Shop at upmarket online grocery stores, book
multiple trips abroad. Well informed, on top of
current aﬀairs

Media relationship 
.
10.
20.
30.
40.
50.
60.
20 40 60 80 100 120 140 160 180
Exposure
Noticability
C4
ITV1
Radio
Out of
Home
Magazines
Internet
Mids
Popular
press
Cinema
five
Multi-channel TV
hard to miss
wallpaper
hidden persuader
challenging
DM
Quality
press
Metro/ES
eDM

Focusing within 60-minute drive
time, this map illustrates target
household volumes.
Corbridge postcode sector (NE45 5)
contains 1,780 households, of which
1,210 reflect best prospect audience,
hence pen of 67%. The sector contains
11 current clients.
Morpeth postcode sector (NE61 2)
contains 4,041 households, of which
1,500 reflect best prospect audience,
hence pen of 37%. The sector contains 7
current clients.
High Callerton postcode sector (NE20 9)
contains 4,420 households, of which
3,655 reflect best prospect audience,
hence pen of 82%. The sector contains
14 current clients.

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IMPLICIT BEHAVIOUR

£
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CONVERGENCE
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INTERNET OF THINGS
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CONNECTED CITIES
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BIG DATA
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PRIVACY
£
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ETHICS
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REGULATION
£
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£
Think
ARTIFICIAL INTELLIGENCE

ATTRACT
CAPTURE
Media Buying
RETAIN INSPIRE
STRATEGY
CREATIVE
Otimising
Targeting
Engaging
Analysing
Insight
Media Buying
Otimising
Targeting
Engaging
Analysing
Insight
ATTRACT
CAPTURE
Media Buying
RETAIN INSPIRE
STRATEGY
CREATIVE
Otimising
Targeting
Engaging
Analysing
Insight
Media Buying
Otimising
Targeting
Engaging
Analysing
Insight

ATTRACT
STRATEGY
INSPIRE
CAPTURE
RETAIN
CREATIVECREATIVE
AUTONOMOUS
AI MARKETING
STRATEGY
CREATIVE
AUTONOMOUS
AI MARKETING

TECHNOLOGY 
CONSUMERS
BUSINESS
REGULATION

Kev Mason
Strategy Director
Proctor + Stevenson
Oﬃce: +44 (0)117 923 2282
Mobile: +44 (0)7974 662 614
Email: kevin@proctors.co.uk
www.proctors.co.uk

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Your Job Isn't Invented Yet

2. CHANGE IS A CONSTANT

3. YOUR JOB ISN’T INVENTED YET

4. BUT FUNDAMENTALS REMAIN

5. THE CUSTOMER IS   STILL NOT A MORON

6. ATTRACT CAPTURE RETAIN INSPIRE MARKETING STILL DOES THIS

7. ATTRACT CAPTURE RETAIN INSPIREDATA MEDIA STRATEGY CREATIVE

8. ATTRACT CAPTURE TECHNOLOGY STACK RETAIN INSPIREDATA MEDIA STRATEGY CREATIVE

9. ATTRACT CAPTURE Media Buying RETAIN INSPIRE STRATEGY CREATIVE Otimising Targeting Engaging Analysing Insight

10. KNOW YOUR CUSTOMER

11. Explicit Implicit Given Observed

12. Explicit Implicit Golden   Questions

13. Explicit Implicit Postcode

14. Profile  Postcode: NE20 9  Mosaic Profile 3: City Prosperity    •High status positions, substantial salaries, expensive urban homes •Work in financial + professional services, politics, media + the arts •Well-educated, confident + ambitious elite •Many are single, less likely to have children •Constantly on smart phones, manage their life through the internet •Frequent online shopping. Time more important than price •Shop at upmarket online grocery stores, book multiple trips abroad. Well informed, on top of current affairs

15. Media relationship  . 10. 20. 30. 40. 50. 60. 20 40 60 80 100 120 140 160 180 Exposure Noticability C4 ITV1 Radio Out of Home Magazines Internet Mids Popular press Cinema five Multi-channel TV hard to miss wallpaper hidden persuader challenging DM Quality press Metro/ES eDM

16. Focusing within 60-minute drive time, this map illustrates target household volumes. Corbridge postcode sector (NE45 5) contains 1,780 households, of which 1,210 reflect best prospect audience, hence pen of 67%. The sector contains 11 current clients. Morpeth postcode sector (NE61 2) contains 4,041 households, of which 1,500 reflect best prospect audience, hence pen of 37%. The sector contains 7 current clients. High Callerton postcode sector (NE20 9) contains 4,420 households, of which 3,655 reflect best prospect audience, hence pen of 82%. The sector contains 14 current clients.

17. IMPLICIT BEHAVIOUR

18. Like Find Click Play Watch Read Think Book Browse Buy Vote IMPLICIT BEHAVIOUR

19. £ Like Find Click Play Watch Read Book Browse Buy Vote CONVERGENCE Think

20. Like Find Click Play Watch Read Book Browse Buy Vote INTERNET OF THINGS £ Think

21. Like Find Click Play Watch Read Book Browse Buy Vote CONNECTED CITIES £ Think

22. Like Find Click Play Watch Read Book Browse Buy Vote BIG DATA £ Think

23. Like Find Click Play Watch Read Book Browse Buy Vote PRIVACY £ Think

24. Like Find Click Play Watch Read Book Browse Buy Vote ETHICS £ Think

25. Like Find Click Play Watch Read Book Browse Buy Vote REGULATION £ Think

26. Like Find Click Play Watch Read Book Browse Buy Vote £ Think ARTIFICIAL INTELLIGENCE

27. ATTRACT CAPTURE Media Buying RETAIN INSPIRE STRATEGY CREATIVE Otimising Targeting Engaging Analysing Insight Media Buying Otimising Targeting Engaging Analysing Insight ATTRACT CAPTURE Media Buying RETAIN INSPIRE STRATEGY CREATIVE Otimising Targeting Engaging Analysing Insight Media Buying Otimising Targeting Engaging Analysing Insight

28. ATTRACT STRATEGY INSPIRE CAPTURE RETAIN CREATIVECREATIVE AUTONOMOUS AI MARKETING STRATEGY CREATIVE AUTONOMOUS AI MARKETING

29. THE FUTURE?

30. YOU

31. TECHNOLOGY  CONSUMERS BUSINESS REGULATION

32. PEOPLE MATTER

33. RESPECT EACH OTHER

34.

35. Kev Mason Strategy Director Proctor + Stevenson Oﬃce: +44 (0)117 923 2282 Mobile: +44 (0)7974 662 614 Email: kevin@proctors.co.uk www.proctors.co.uk

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