A question about levels, layers and promotions.

I’m about to move to a much bigger agency in a Group CD role. Previously I was in a mid sized shop and reported into the CCO across two offices.

I’ll have double the amount of creatives reporting into me.
Plus an ECD and CCO above.

Can anyone shed some light on some of the differences they see? I feel like the level of responsibility in the organisation might be about the same but just on a much bigger scale.

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Posting as :
works at
You are currently posting as works at

You’ll prob spend a bunch of time on scopes and allocations and that sort of thing.

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What do folks consider a big agency vs. a midsized agency? Curious to hear other CDs opinions.

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All relative to market.
Big in NYC 1000 ppl.
Big in Auckland. 150 ppl.

Sounds like you were in a GCD role at your old shop without the title if you were across 2 offices. You may want to talk to your ECD and align on expectations from their perspective for you and your role. Then do the exact same thing with your reports. Make sure those expectations are aligned. Also, as you are coming in to a GCD role none of your reports are going to trust you so be patient as they learn to trust you. Leaders earn trust, followers start fully trusted and can only lose trust.

helpful

Good couple of points. Will feed them into my first 90 days. That also includes a department wide preso to put a human story to the new starter. Definitely mindful of coming in too hot and upsetting the existing culture too.

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If you’re in NYC, anything below an ECD level feels like doing an ACD job at any agency, meaning: you’ll be resourced to Creative Direct some projects and other you’ll be the working Senior Creative on it.

I found that in the USA and NYC particularly, the role of pure management only starts at ECDs level.

smart

*would caveat that note as agency-side in my opinion. ACDs brand side have direct reports, SoWs POs PMing and all those other acronyms from Senior Manager level. Which is one below ACD

As CD you can sometimes get into the nitty gritty of the work. As GCD you’re really more about making sure all your CDs are running their parts of the business as well as they can while inspiring them and pushing them to push the creative work even farther. You’re gonna be a connecting point, upleveling your team and reporting in to the ECD, keeping them happy with sexy work to point to.

It all depends on the shop. Some respect titles, others just expect you to be a more senior pair of hands. And I get my hands pretty dirty.

Let your ECD manage up to the CCO. Get the face time you need, but focus on those below you.

If you don’t have the industry insight into this role, you may be getting in over your head

Really helpful, maybe I should ask some of my peers for their POV on structural differences when moving to a bigger agency. 👍🏻

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