Getting Ahead by Becoming a T-Shaped Ad Agency New Business Exec
It's not just your performance that matters
Some new business execs shine in their role, but fail to contribute across the agency. In decades past, this "lone star" trait could lead to a successful career as "chief rainmaker", but
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I loved my job. My first six months were fairly simplistic. Then, an Account Director asked me to come help with a pitch . . . From that day on my career has been pretty much entirely focused in new business. I had a lot of ups and downs at my first agency, it was a wonderful place to grow and learn new things. I’ve recently started at Wong, Doody, Crandall, Wiener in exclusively a business development role. This agency is so bursting with talent, I’m so excited and proud to be here.
In broad terms, an advertising agency is a marketing consultant. It helps the client-for example, a consumer goods manufacturer such as Nike or a service provider such as Charles Schwab-with all aspects of marketing their product or service, from strategy and concept through execution. Strategy involves helping the client make high-level business decisions, such as determining which new products to develop, or how to brand or define itself to the world.
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Midcareer professionals from other industries should be prepared to start at square one. This is an industry in which people work their way up from the bottom. It’s often necessary to jump from agency to agency to move ahead. People looking to jump agencies will find they’re judged by the success of the campaigns on which they’ve worked.
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