Do agency brand names really matter or is the brand you will work on/pay the thing to prioritize?

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both matter. agency brand name probably matters more as once you’re in the building you can try to maneuver.

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It’s important for the five to ten destination shops out there, for the same reason a degree from Harvard helps. Outside of that, it’s less about the brands you got assigned (unless you personally won them, which is a different calling card)—it’s all about the work.

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This

The only thing agency brand name is good for is maybe impressing people for a future gig. Better yet, get the $$$ you want anywhere and work with nice people and those conn cations will last you a lifetime.

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A mix. Just don’t for the love of God work for McGarryBowen, Digitas or that Verizon in house agency, or your career is dead.

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95% of our work doesn’t win awards (whirlpool, beauty of blackness, kitchenaid, Walmart metaverse) but wouldn’t say the work is shit lol

Also a CCO wearing a blazer most days doesn’t say much more than him having minimalistic fashion taste.

But I do appreciate your POV and will 100000% be thinking of this as I move to my new agency

I’ve always thought we way overvalue agency name in this industry. I’d much rather work on Progressive at Arnold than Biofreeze at Droga.

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I think it’s more about logistics and taste than brand name though. Progressive aside, Droga will push for a caliber of work on every account that Arnold won’t.

And once you’re in the door at Droga, you can push to work on other accounts. If Arnold loses Progressive or you end up not liking that account, you’re cooked. No account is an island.

This industry is built on image. How much you subscribe to the importance of that is up to you. You can enjoy your life and career at high profile shops or unknowns, but that’s not about image, that’s about culture and often about specific teams/groups. The money exists at both and often “the best” shops know they can get people for less, if they crave the status.

At the end of your career, you’ll probably have wanted to pick money. If it’s a binary choice:

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It’s hard to answer this. Can you be more specific? Give us an example. I would also add that the PEOPLE who work on the account also matters a LOT.

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interesting question. for context, I’m someone who is at an agency at a large holding company. we’re pretty good but not creative first. it’s a great stepping stone - i’ve seen people go to WK, Droga, BBDO, Google, Meta, etc.

I personally feel the name of the agency on your CV matters a whole lot. it just eliminates doubt on if you know what you’re doing/work hard. HOWEVER, I think working on a big name brand at an “average” agency also holds a ton of merit.

i’m at an average agency, but on a big account, and have been reached out to by Google, Mother, Droga, The Martin Agency and a few more just because of that. tbh just make a kick ass linkedin and get some ATL work under your belt and you’ll be a competitive candidate anywhere

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I can agree with that. wouldnt wanna go to anomaly just do to social posts

I started at a big famous shop in a big city. Went to a smaller more creative—and slightly more stressful—shop in a mid-sized market. Went on to a creative hot shop where my family life took a hit with the hours, and the people were a bit rough to work with. Now I’m at a small shop in the middle of nowhere where I do pretty good work and it’s up to me how hard I want to swing for the fences and I go home at 6 every night. Guess which one I’ve been happiest at?

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Both. Agency reputation matters to some (are they seen as prestigious or a sweatshop), but the accounts and work you do is important too.

The work matters more than both. Then brand. Then agency.

It's very relative. You can be on a big agency working for big clients but with a bad work escope. Smaller agencies can take the worst chunk of accounts OR the best piece of the cake. That's why is important to measure both.

It’s a trifecta: 1. Culture and internal reputation (agency experience) combined with 2. external image/prestige/notoriety - combined with 3. exposure to great work, what great looks like, how to DO great work. If you can find these 3 things in relatively equal weighting, you’re onto a winner especially when you’re starting out. By the way, the industry behemoths we’re small before they were medium sized, and medium sized before they were large. If you cut your teeth at a larger agency that ticks the box on those 3 pillars, you can always shift gears a few years in, to build, shape and grow a smaller agency - which could also be cool.

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