Marketing Talent Awards: Judge Linda Locke on Singapore's talent retention

Godmother Consulting's founder Linda Locke brings with her over 40 years of advertising and marketing experience. Often referred to as the godmother of advertising, and famously known as the “Dragon Lady”, she rose through ranks from Batey Advertising to Leo Burnett and Saatchi & Saatchi. During her tenure at Saatchi and Saatchi, Locke was said to have grown the business from a SG$6 million to a SG$125 million agency, serving as both CEO and creative director. In 2006, she was appointed chairman of the 4A’s advisory board. Locke has also held the position of marketing director of luxury fashion retailer Club 21 and organic store Supernature from 2008 to 2015, and was the general manager of Club 21 Online from 2013. She is also an independent non-executive director for 4FINGERS, alongside her current role as creative director and CEO of Godmother Consulting. Passionate and driven, Locke will be one of the coveted judges for Marketing's first Marketing Talent Awards. Celebrate and reward your star employees and teams at the inaugural Marketing Talent Awards 2019 and attract new talent. Entry submissions close on 10 May—start your entries now! Marketing: As a judge what do you hope to see in the submissions for Marketing Talent Awards from the rising stars? Ground breaking ideas that push the boundaries of marketing. I would also like to see cohesive campaigns that fully integrate ideas through all channels. Marketing: What do you make of the awards?  I think it can be used as a recruitment tool helping future employers seek pout the best and brightest. It can incentivise current employers to reward and support their employees. If properly published the case histories can become training tools. Marketing: Why do you think talent retention is such a problem in the marketing/advertising community? It is a problem because staff feel unrecognised and unrewarded. In the advertising industry, the addition of stress levels and lower renumeration than in the past makes it an increasingly less attractive career. We need to create more stimulating creative environments and have better managers who support and recognise their talent's abilities. We also need to find opportunities to create great work which means better clients, better client relationship people and strategic thinkers to help make sure that is possible. Marketing: One important tip for our veteran marketers.Pay your knowledge forward while allowing yourself to equally learn from the young ones who are more in touch with new media and technology. Celebrate and reward your star employees and teams at the inaugural Marketing Talent Awards 2019 and attract new talent. Entry submissions close on 10 May—start your entries now! Read also: Mad wo(men) of marketing: Meet Godmother’s Linda Locke