Pathways 2020 Talent Research

In 2016, the ANA Educational Foundation (AEF) responded to growing concern in the marketing and advertising industries over the challenge of attracting and retaining the best entry level talent by executing the first ever study from all three stakeholder perspectives: industry, academia and students. Marketers and the agencies who work with them are facing an unprecedented talent challenge as millennials look to build careers in other fields. The study identifies the significant reasons for the ‘talent disconnect’ as well as AEF’s proposed Pathways 2020 initiatives to help bridge that disconnect.


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Talent Research info


"I developed a much higher respect for social marketing by seeing the value and complexity of this function which seemed very ambiguous to me before."
— Student at Boston College after AEF sent speakers from DigitasLBi