The job of the marketer has arguably never been more exciting. Creativity, business and technology are overlapping and creating entire new career pathways that didn’t exist even five years ago.

And yet, marketing has developed the perception of being an ‘unsexy’ career compared to consulting, the “promised land” of start-ups or tech giants such as Facebook or Google, according to new work from the CMO Growth Council, an initiative set up by the Association of National Advertisers (ANA) and Cannes Lions.

The occupation of ‘marketer’ in 2019 needs a major facelift to attract the best and brightest talent the industry needs, according to Alicia Hatch, Chief Marketing Officer at Deloitte Digital. This mean not only capturing the attention of those at the start of their careers, but modernising the skillsets of those marketers already working at brands.

“All of a sudden, marketing is falling behind... marketing is far behind even core business processes as choice of career path,” said Hatch at the Cannes Lions International Festival of Creativity recently.