According to a survey by LinkedIn, in the same period, there was a 17% drop in demand for creative skills.
LinkedIn data showed a shift in advertising priorities, pointing to a 47% increase in demand for tech skills over the past five years, while creative skills declined 17% over the same period.
The survey also revealed that from 2015 to 2021, the proportion of contracted creative roles compared to technical roles increased by 25%.
“This flow of talent and demand for skills leaves a very clear message: the advertising market is investing and giving more space to digital and technological transformations. Creativity is still a fundamental part, but now it needs to be complemented by other skills”, said Ana Moises, director of marketing solutions at LinkedIn.
In addition to these changes, the survey also highlighted that, in the last five years, advertising lost 5.5% more people than it gained, indicating a point of attention on the future of the sector.
“The advertising industry needs to focus its efforts on winning over the next generation of talent. This is a market that has been changing over the years, bringing several new tools and ways to practice the profession. Social networks are the main ones, an environment that the new generations dominate in an almost natural way and can be one of the great attractions to arouse the interest of these young people for this career”, added the executive.