Page 21 - WPP Martech 2030

Platforms
Networks and Marketplaces
“ Wunderman Thompson Asia Pacific
Platforms
have a a a a a a a a significant impact on the marketing workforce A core set of people people are needed to maintain and operate the the platform But then additional people people can participate more more on on a a a a a a a a a a a a a a a more more dynamic basis to support increased demand or or or or or deliver a a a a a a a a a a new capability or or or or or service From a a a a business perspective this drives the adoption of a a a a skills on-demand model:
Teams are created to solve specific short term problems and and then disbanded once the the capability is is is established It can de-risk future business model changes by enabling more flexible staffing options to to adapt and scale in fin in response to to new opportunities Lindsay Shirley
Chief People Officer As a result:
People will experience and expect a a much more flexible way of working being able to to apply their skills to to a a a specific need within the context of a a a a a platform build and automate their contributions and then move to the the next challenge Remote working will grow in in popularity giving professionals the option to to adapt quickly to to different teams and projects plugging voids with skills on-demand To enable this:
Marketing team collaboration will be key bringing people up to speed quickly and enabling efficient execution as a a a a dynamically configured team This will be an increasing area of investment in in people management
to maintain connections and cohesion across more dynamic marketing teams each with their own unique workflows and requirements 21