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I think it probably depends mostly on your level, but I’d say 30% of what I do is concepting for “social first” activations or influencer tie-ins, in addition to overseeing more basic bread and butter product focused social. The rest would be more traditional.
I guess the current quirk is that ads may look like a poster, TV ad or a physical stunt…but the desire/plan is for them to also exist on social. (Yes the classic “go viral” schtick.) So it gets a bit blurry.
And beyond that, a lot of what we do are brand platforms which sit above it all…so social is part of it.
Our agency splits us all into teams. Brand, social, dot com, etc. I’m on the social team so that’s all I work on.
Same. Maybe we’re friends in the real world. Or enemies.
Just freelanced for 8 months at a “traditional” agency where I was 80-90% on social 🤷🏼♂️
Just left my agency and for most part it became 80% social and display. Then clients started pushing for much more influencer. 😱
Agency side it was mostly platform work/integrated campaigns with some random spots for TV or OLVs here and there. Brand side I primarily do activations/experiential work with some social.
Almost everything is digital/social these days.
My last agency it was 80% of what I did. Current agency it’s around 20%
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I’m freelance now, just finished a brief that had a broadcast spot and an OLV.
When I was FT at an agency, we handled the socials for a very large account, and also the broadcast/branding, along with some experiential stuff (we were AOR). The social teams were rotated each quarter so that everyone would have a chance to work on social, but also broadcast and other stuff. The social stuff could be quite a grind and and we didn’t want people burning out on it or get tired and just start to regurgitate the same shit over and over. Rotating the teams seemed to keep things fresh and people happier.
Basically 100% platforms and traditional.