Hi fishbowl friends!
I'm currently a director of marketing and business development at a small ad agency in SF after 16 years of own a production company and a small creative agency in NY and LA.
I've been dying to go brand side for years and feel like I'm not getting seen.
Anyone have any tips on how to make the transition from agency to brand side? Is the market that bad right now?

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For some reason brands will pay top dollar for agencies, but are not quick to bring agency talent in-house. I was an SAD for a pharma agency and moved over to a small biotech as a Senior Product Manager. My unique perspectives from working with so many different pharma companies has been invaluable in a small biotech. You really have to the find the right niche. The big companies are usually less likely to take a chance on someone from an agency. Once you make the move over, you can get a job with any size brand/company. At least that has been my experience.

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Thanks so much for this. Appreciate your feedback!

I’m in healthcare - spent most of my career with technology manufacturers and now in distribution. I’m building a team now and am highly unlikely to look at anyone with an agency background in anything above a manager level. Once it gets to Sr. Manager, the combination of skill sets and simply completion from people with significant brand side experience is such that it’s tough to stand out.

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VP 1, being a mid-level in agency client services and recently transitioning to brand side, this is so smart and sooo helpful.

My current brand side Director was only ever on the agency side, and stakeholder operations, strategy and collaboration is non existent. The brand managers and I (I’m not a BM, just marketing specialist) are left without adequate leadership, coordination, or organization. My director has been hiring BMs without knowing what we need. I’m basically making moves and trying to do all of the above on my own since the team currently is operating reactively without eyes.

Good luck to me!

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I’ve mostly been on brand side but a lot of people who worked at agencies I worked with are now on the brand side, so it’s not impossible. But the market is really bad, I’ve been unemployed for almost two years. The problem could be that your production background isn’t relevant on the brand side and even though you are a director it doesn’t sound like you have a significant number of years doing that. I’d recommend being more strategic with the roles and tailor your resume - are you looking for brand strategy, marketing generalist, integrated marketing, digital marketing? The other hurdle maybe your experience working at smaller companies. I think hiring managers are looking for candidates with big brand names, even startups. I have small and mid-size brand experience with brands that have average awareness, and I think this is a big challenge in getting my resume to be considered.

It’s not irrelevant but typically there isn’t production in-house unless there is an in-house agency. Managing budget is great but can you develop strategies, evaluate market insights, make recommendation to optimize the marketing mix, do you have experience managing KPIs, write creative briefs, etc?

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