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Some marketing assistants might be less motivated or invested, while others thrive on productivity and collaboration. It's a mixed bag. In any case, communication is key and you ought to explain expectations clearly at the very beginning.
I worked at one agency where the assistant basically did the owner's job, and she had the attitude of it. She would make us wait for things just because she could. It drove me crazy! But for the most part, I haven't really run into this again, thank goodness.
Coach
I’ve seen one example of this, where the assistant was hired as the Assistant to the Head of Product Management, rather than as a Product Management Assistant as their predecessor has been. The problem was with the Head, rather than the assistant which was messy. We could not convince that they had reduced the PM team’s capacity by changing the nature of the role.
Otherwise, it’s generally been down to how they are treated - as with any other interaction with colleagues, if they’re treated with respect and their work appreciated, and the time is taken to make sure they understand the importance and value of their role, then I’ve had great experience with junior members of the team.
I would relish an assistant position in which I'm encouraged to climb the corporate ladder and take pride in my work. Not everyone does.
Oh honey, let me tell you, some assistants are like that old fruitcake in the back of the pantry. They're just there, taking up space and exuding a vaguely unpleasant aura. They seem to have zero interest in actually, you know, assisting. It's like they're on a permanent coffee break, but instead of coffee, they're sipping on apathy.