Marketing Certification

Though they’re certainly not all bad (I’m a member of the AICD) I’ve heard enough complaints about professional associations to be somewhat wary of the push for a Certified Practicing Marketer designation.

I can’t fault the push for building broader marketing and business skillsets (“horizontal growth”) in marketers though.

This quote from a recent Mi3 article absolutely hits the mark for me. And based on what almost every agency owner I’ve talked to has said, I’m not alone:

“Understanding the drivers of business, how to read a P&L, understanding trading, what drives profitability in a business – all that stuff is really important and they’re the kind of skills we should be developing in the younger members of our team”