The lack of well-trained industry talent with the necessary skill sets to drive integration
is the second most important barrier identified by both agency and client interviewees in
the study. They pointed to a regional need to train agency and client managers to have a
better appreciation of the total marketing mix in the context of digital technology, creating
a breed of both creative generalists and craft specialists. One agency respondent claims that creative people in agencies also have to learn how to be more business minded - to
think about sales, business and consumers.