A new trend within Australia’s ongoing talent shortage has emerged with a burgeoning demand for multi-skilled candidates in marketing departments as well as advertising and media agencies, according to the third annual Aquent Asia Pacific salary survey, The Aquent Orange Book.

Companies are on the lookout for people with experience that ranges from traditional to digital to experiential marketing – these are the most sought after staff and the scarcest.

If the trend away from mainstream marketing continues, ambitious marketers as well as agency creatives, account management and media buyers will need to gain experience across a range of disciplines in order to remain relevant and employable in the coming years.

“It’s all about retention.  The so-called war for talent no longer goes far enough.  The real battle is internal keeping good people and growing key staff for the future,” says Aquent CEO Greg Savage.