Many marketers discovered that they were missing important skills in their agency roster in 2021 Many marketers discovered a need for new skills in 2020. How should they revamp their rosters now for the years ahead, asks Christine Downton, Associate Partner at The Observatory International? In 2020 we all discovered new things about ourselves, whether it was the previously hidden ability to make bread or smarten up our back gardens. Many marketers also discovered that they were missing important skills in their agency roster. Changes in consumer behavior, both in terms of media consumption and retail behavior, combined with a new business, environmental and social context, demanded a radical rethink.