Write your own future

In an industry driven by human capital, the role of the individual as a conductor of change across an organisation cannot be underestimated.

Nevertheless, the reality is that many companies are not structured to drive innovation, but rather to maintain things as they are. Many marketers report frustration that, hamstrung by process and bureaucracy, they are unable to bring to fruition the innovation necessary for success. 

Paul Frampton, chief executive of Havas Media, has found a solution to this career frustration, having written his own job description for his past three roles. "I’m not sure it [would] work in every organisation; I did this at more independent and entrepreneurial agencies. But there is so much change, that we don’t know which new jobs will become valuable," he says. "Human capital is what drives this industry and I encourage people to think about what the business needs next and be entrepreneurial."

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