A Marketer’s Career Journey: Transitioning from Client to Agency-Side Marketing
Transitioning from the Brand side to the marketing Agency side can be a rewarding yet challenging journey for marketing leaders. The dynamics between Brand marketing and Agency work differ significantly, presenting both unique opportunities and obstacles.
We spoke with Andrea Striebel, the VP of Marketing for Floor & Decor, earlier this year about Client vs. Agency-Side Marketing: Understanding the Different Career Paths. The blog explored the pros and cons of working for both sides, giving a helpful perspective for those deciding between the two.
Because marketers are navigating the industry with their individual goals in mind, they can often stick to one side of the spectrum or the other, limiting their view to potential growth possibilities. We are continuing to explore the journeys of marketers who made the jump from Brand to Agency or Agency to Brand in this series.
While Brand-side marketing focuses on the in-depth understanding and promotion of a single company's products and values, Agency-side marketing is typically more fast-paced, involving juggling multiple clients, each with distinct goals and needs, and developing a broader skill set to navigate complex Client relationships. For many marketing leaders, making this transition can enhance their strategic thinking, creativity, and versatility.
In this blog, we’ll explore advice to successfully transition from the Brand side to the Agency side, drawing on insights from real-world experiences from Cami Albrecht, Senior Manager, Marketing Technology, and Elaine Fowler, Director of Experience and Marketing, from the marketing Agency Sagepath Reply.
1 | What advice would you give to someone looking to switch to the Agency side? Brand Side?
When you’re working for a marketing Agency and have Brand experience, you have the unique opportunity to offer a well-rounded perspective. Fowler encourages people in Agencies with Brand experience to “Lean in to your experience on the Brand side! Your Clients will appreciate that you can relate to the position they are in.”
Albrecht chimed in, “To switch to the Agency side, be prepared for the fast-paced environment and various industries and business models. Strong Client relationship skills are key. When switching to the Brand side, leverage your Agency experience to bring a fresh, holistic perspective to the Brand's marketing efforts. You are uniquely positioned to identify untapped opportunities for growth.”
2 | What ideal qualities would an Agency marketer need to succeed? What types of people tend to do well?
Adaptability + Quick Learning
“Learn to be a good listener, be adaptable, and be willing to learn different ways of doing things,” Fowler stated. “Each Client is different, which means processes and personalities vary. Plans can change often and you have to be able to pivot.”
“Agency life often means working with Clients across various industries and constantly taking on new challenges. Being able to quickly learn about different business models, market landscapes, and consumer behaviors is essential for crafting effective strategies,” shared Albrecht.
Scrappiness + Problem Solving
Fowler shared, “Things move fast and you need to move fast with them. You have to be willing to roll up your sleeves and get things done.”
Albrecht added. “Agency work requires the ability to context switch, balance competing priorities, quickly grasp Client goals, and design innovative solutions. Thinking strategically and being a creative problem solver are must-have skills.”
Accountability
Fowler is big on trust and being honorable. “Regardless of being at a Brand or Agency, you need to be accountable. This builds trust among those around you and will open a lot of doors.”
Business Acumen
Albrecht highlighted the importance of a results oriented mindset. “Tying marketing efforts to bottom-line impact is crucial, a skill likely honed on the Brand side. Understanding the bigger picture and how marketing initiatives drive business outcomes is key.”
3 | What do you think is the biggest difference between being a Marketer on the Agency side vs. on the Client side?
Fowler reflected, “When I was Brand-side, one of the marketing leaders said, ‘You aren't marketers, you are business people with marketing skills.’ That really resonated with me. My job at the time was to understand what was best for our business and be a good steward of our budget to meet the goals of the business.”
She continued, “Agencies are expected to be subject matter experts, keep up with the latest trends and new technology. I think the magic happens when you have an Agency partner who can be solution-oriented and innovative. Sometimes the most strategic solution isn't the latest and greatest trend, but it will move the needle.”
4 | How do priorities shift when on the Agency side from how they were on the Brand side?
Albrecht said that the biggest difference between the two sides are the priorities. She explained, “Agency-side priorities revolve around Client success, which includes staying ahead of industry trends and proactively bringing new ideas to the table. Brand-side focuses on sustainable business growth and revenue impact. On the Agency side, you're flexing your specialized skill set and building Client relationships. Brand-side, you're partnering with cross-functional teams, institutionalizing processes, and serving as the marketing voice across the organization.”
Fowler described that pace is a huge differentiator. “Learning time management is important on both sides, but when you are on the Agency-side it's absolutely mandatory. Not only do things move fast, but you are often having to estimate how long you anticipate something will take you and that helps guide project plans that impact other teams.”
5 | What are your 3 favorite things about working Agency-side?
Fowler enjoys the following about Agency life:
The variety of work
The fast-paced nature of the job
Continuous growth and education. I am always learning from the people around me. I get to work with really smart people who know things I know nothing about, so I am always learning.
Albrecht enjoys the following about Agency life:
Exposure to diverse industries.
Seeing Client success.
Albrecht also added that Brand side offers ownership of marketing strategy and fostering tight-knit internal relationships.
Embarking on a new journey and transitioning from what you know and love can be a massive undertaking, coming with its own challenges and opportunities. If you’re looking to explore the Agency-side world of marketing, you can navigate this shift successfully by embracing adaptability, leveraging past experiences, and maintaining a focus on accountability and business acumen. The dynamic, fast-paced nature of Agency work, coupled with exposure to diverse industries, makes it a rewarding career path for those ready to take on the challenge. And bringing in a results-oriented approach will make you a compelling Agency partner to your Brand-side partners.
Whether you’re an Agency or Brand marketing leader, or the point person (Account Services/Project Manager) in an Agency-Client relationship, it’s important to make people feel valued. We’ve compiled notes from countless conversations on what makes a relationship sustainable, and what can ruin it. Check it out!