Are you a 15%er?

Brandweek has an interesting article from Brad Nierenberg and Charlie Jones about how only 15% of brand managers actually get it. It being what it takes to make great advertising. An excerpt:

Here's a little something to chew on: The agency universe is suffering a rapidly declining population of managers who get it. In fact, on average, we submit that only 15% of all agency people actually get it.

So, what is a get-it person? Because, regrettably, there's no official ID card for certified members, the task falls to brands to pick them out. It's actually not that difficult. Use our handy guide and start right now. Fifteen percenters add value to strategic and creative discussion, but also translate creative thinking into business constructs. Fifteen percenters work effortlessly with a mix of ideas that are both highly logical and analytical (business analytics, quantitative), and talk about more abstract ideas (customers emotional need states, creative voicing).

Read the full article to understand the traits of 15%ers. (via Adpulp)