Any tips on how to reposition a lifetime of agency experience to land a client-side role?

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You’re gonna have to be more specific, what for agencies do you do?

Use your client experience and not the agency. Ie if you are applying for client side at a tech company, talk about the tech campaigns you made. Same for CPG or whatever else. Most clients don’t follow the agency world like we do and probably couldn’t name more than 3-4 agencies outside of the ones they work with. Your client list will probably spark the initial interest not having a hot shop.

The people hiring director level positions on the client side usually aren’t creatives so killer work without results won’t move the needle for them. But if you have worked in their category, that’s an in and something that will grab their attention. Tailor your book / resume to show that when you apply. And note results - not just awards but sales, ROI, etc if you have them.

Also play up the managing experience. Client jr and mid level teams are often a mix of no agency experience + people who burned out after 1-2 years, but their marketing management teams are often heavy agency experience. That’s usually intentional (to try to bring ‘agency’ thinking to the broader team). Showing you can manage and direct others in your application/interview will help a lot

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