It used to be that P&G and Unilever would almost guarantee a long and possibly illustrious marketing career as the gold standard for applied marketing after university. P&G, in particular, was currency on any CV. So perhaps no surprise ANZ CMO Sweta Mehra – who joined the bank from P&G – has overseen a multi-million dollar investment to develop an in-housed capability program for 300 of her marketers. Mehra wants them match fit for an up-ended marketing world in five years, not floating in their own bubble with narrow, outdated skillsets. But building those smarts involves deep thinking about what skills are needed and ANZ’s program lead, Kate Young, says empathy, creativity and storytelling will be crucial as AI replaces campaign managers and the rest.

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