Which Agency Do I Move to Next?
by Jon Mitchell
Sales & Marketing Expert 
Marketing and advertising agencies are generally young, vibrant and creative environments to work in. They also vary hugely in their make-up - culture, style, size, speciality etc.
So as an account handler, how do you decide which agency is going to be the right one for you? Here are a few things to consider.
The agency – Age and historical growth are indicators which can show the stability of an agency. Also future plans in terms of growth, size and direction of the business will show the agency’s vision moving forwards. Study the existing make-up of the agency, in particular any reliance on one or two big clients, and the possible implications if they were to lose those client(s).
New business strategy is another key area to consider. Look at how successful they are at winning new business and review the type of clients recently won. Strong organic growth is often a very good sign of how well an agency is doing.
Consider the agency’s reputation within the industry and look at their results in recent league tables. A good name and reputation will enhance your CV when looking to move on.
Agency key players – Where possible get to know the key players in the agency and their backgrounds. Find out how approachable they are and whether they operate a closed or open door policy. An open plan layout with senior people mixed in with the account teams is a good indication of an open door policy.
The account handling team – Speak to the team and your potential direct boss. Look at how approachable they are and whether they would make good mentors. Assess their people management and leadership skills - the levels of turnover of staff on the team will give you some indication of this.
Enquire about the prospects for promotion on the team – look at any recently promoted people, how long it took for them to be promoted, level of responsibility etc.
The appraisal process is another key area to look at. This will show how organised the agency and team is and how well the agency looks after its staff.
Consider the normal working hours of the team. This can vary dramatically from team to team in an agency.
The creative teams – Where possible meet the creative team(s) you would be working with. Look at how approachable they are and how positive they are about the work they do for the client. If they don’t enjoy the work it will make your job more challenging.
The client – Ask what the key clients are like and what type of projects are worked on. Small projects with a quick turnaround often entail small budgets, longer working hours, and a low resource on the team due to budget limitations. In contrast, big projects with longer lead-times often mean bigger budgets, more strategic work and a bigger team structure.
Also consider the profile of the brands worked on. If they are high profile and well known brands it will enhance your CV when looking to move on.
The role – Look at the job specification and key responsibilities. Check the level of remuneration (to see if the package offered is competitive) by asking a recruitment consultant in this field – a good consultant will happily help even if they aren’t putting you forward for that role.
If it is a senior level role, clarify the level of involvement in strategy, document writing, finance/forecasting, presenting and pitching for new business. These are crucial skills that need to be developed and nurtured.
Also check to see if the agency has any budget for formal training. Some agencies do have dedicated budgets but they vary hugely from agency to agency.
The interview process – Check to see who will be interviewing you and how well structured the interview process is. This may give you an indication of how well organised the agency is and how seriously they take recruitment. If interviewing in the evenings or early mornings look at how busy the agency is at that time of day. If it’s still full at 7.30pm that should set some alarm bells ringing. Also suggest going for a drink with the team if appropriate to get a feel for the team outside of the office environment.
Finally, first impressions are important and often very accurate so be aware of what you first think when you walk into the agency.
In conclusion, do as much research as you can and you will be in a good position to make the right decision on your next move.
Always remember that the interview process is two way – you are there to see if that agency is going to be right for you, not just for them to review you. So long as you don’t forget that and you listen to you intuition, you won’t go far wrong.
Jon Mitchell is a career coach specialising in career and job change strategies. For more information please see his website www.jonmitchell.co.uk or e-mail him on jon@jonmitchell.co.uk.
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