New study finds the "always-on" marcom profession resembles a high stakes all-or-nothing sports game
Dec 16, 2014, 11:05 ET
TORONTO, Dec. 16, 2014 /CNW/ - According to a new study, The Draper Effect, comprised exclusively of Canadian marketing communications professionals, the glamour of the marketing and advertising world is a myth. Rather, the majority of executives (59 per cent) liken their profession to a high stakes all-or-nothing sports game.
"The marketing and advertising world is often glamourized on TV and in Hollywood, but this poll gives us a candid view into the real lives of executives in this field," said Louise Bérubé, director allocations and services, The National Advertising Benevolent Society (NABS), which commissioned the poll on the Angus Reid Forum in December 2014. "The marketing communications industry has changed greatly over the past decade, and many industry executives are overworking themselves just to keep up and win in today's increasingly competitive business environment."
Indeed, an overwhelming majority of respondents (94 per cent) said that a marketer's creative brain has no off-switch. Work ideas come to them at all times of the day and night. Perhaps this is also why the majority of those polled (65 per cent) admitted they routinely answer work-related emails well after midnight and during "off-hours". Four in 10 respondents (39 per cent) revealed that they've gotten stuck at the office and ended up missing a significant family occasion such as an anniversary or birthday within the past year.
"People often think that NABS' services are reserved for life and work crises, and they presume that we're here for the industry only when problems reach a critical stage," explained Bérubé. "However, much of our work is focused on proactively supporting our industry personnel in dealing with the hiccups that arise in work and in life – before they turn into emergencies."
Based on the survey findings, the need to support life's little bumps may be greater than it first appears.
Despite being professional communicators, at least four in ten Canadian industry executives (41 per cent) admit that they need help communicating with family or their better half. But many feel they can't readily turn to their social circles for immediate support: 45 per cent of respondents said they would prefer to seek help on work or life issues anonymously first, before revealing trouble to family or friends.
Yet 76 per cent of survey respondents said they were unfamiliar with the NABS organization, a dynamic support system that provides services to all Canadian professionals in the marketing communications industry.
"We want to spread the word within the industry that NABS offers support services including private and anonymous career and financial counseling, a 24-hour toll-free helpline, and our new LIFESPEAK series – an on-demand library of streaming video modules on topics including parenting, elder care, physical and mental health, and professional development," explains Bérubé. "Users are just a click away from speaking confidentially to a counselor, or they have the option to meet a counselor through the NABS helpline."
ABOUT THE SURVEY
From November 24th, 2014 to December 1st, 2014 an online survey was conducted among 170 randomly selected English speaking Canadian adults 18+ who have an advertising, marketing, communications and/or PR role and who are Angus Reid Forum panelists. The margin of error, which measures sampling variability is +/- 7.5%, 19 times out of 20. Discrepancies in or between totals are due to rounding.
ABOUT NABS CANADA
NABS.org is the only national charitable group in Canada set up exclusively to provide assistance to people in the marketing and communications industries who may need help due to illness, injury, unemployment or financial difficulties. NABS services include a national toll-free counseling HELPLINE (1-888-355-5548), personal and career counseling, LifeSpeak, and short-term financial assistance. NABS is 100% industry supported, and provides services in all provinces. For more information, please visit: www.nabs.org.
Image with caption: "The National Advertising Benevolent Society (CNW Group/NABS Canada)". Image available at: http://photos.newswire.ca/images/download/20141216_C8538_PHOTO_EN_9582.jpg
SOURCE: The National Advertising Benevolent Society (NABS)
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