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L’ORÉAL AND GENERAL ASSEMBLY SET NEW STANDARD TO MEASURE MARKETING SKILLS IN THE DIGITAL AGE

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Clichy 12 November 2018 – L’Oréal and General Assembly today announced the launch of a new assessment, the Certified Marketer Level 1 (CM1), created by the Marketing Standards Board to accurately measure essential marketing skills in today’s digital economy. Using the CM1, marketing professionals can gauge their capabilities against an industry wide benchmark, and employers will be able to identify high potential candidates for marketing roles.

“With CM1, we have a unique opportunity to develop a widely recognized marketing expertise standard. This is for us a powerful assessment and empowerment tool” says Jean-Claude Le Grand, L’Oréal’s Executive Vice-President Human Relations. Adding to this, Lubomira Rochet, Chief Digital Officer of L’Oréal says: “Mobile and social platforms have completely rewritten the creative rules in marketing. The spectacular rise of Precision advertising and Programmatic have totally changed the way we buy media. The rise of E-commerce as the fastest growing distribution channel is demanding new skills. Digital has profoundly transformed the marketing function and is now the new normal. CM1 – as DM1 before it- will be key to recruit and upskill our marketing populations ensuring L’Oréal has the right talents to win in the market.”

 The CM1 is the next step in General Assembly’s vision of transparent pathways. To solve skill gaps, we need industry leaders to explain what skills are required and what opportunities exist. We’re proud to be partnering with the industry’s leading voices to offer a standard that will help develop marketers and open new pathways,” said Kieran Luke, GM Assessments and Credentials at General Assembly.

In 2016, General Assembly and L’Oréal pioneered the assessment of digital skills with the launch of the Digital Marketing Level 1 (DM1). Since then, L’Oréal has assessed more than 5,000 employees and more than 4,000 candidates during their recruitment process.

The CM1 is the new standard for marketing, reflecting the most up-to-date and forward-looking demands that employers have of marketing professionals. The one-hour assessment requires test-takers to solve problems in contemporary marketing channels that they are likely to experience on the job, demonstrating their capabilities in customer insight, creative development, marketing channels and execution, measurement and analytics, and marketing technology.

 

 

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