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Understand that in the final analysis, agencies generally live in a world of “ideas”, and clients generally live in a world of “operations”. This reality sets up the slightly different profiles of what attracts people to one side or another.
On the client side, “brand” planning is a piece of what they do, but marketing communications is not the center of gravity. Usually the business units are product/operations/finance led.
This is so true. I went from client side to agency side and still can’t shake the ‘executional’ side of ideas, I always think about if an idea could actually be brought to life in reality versus some strategists who have been agency side forever and maybe don’t think like that.
Coach
It’s more rare. It sounds like you’re aiming to be on an in-house agency team vs. a lot of JDs you’re looking at likely serve something closer to a brand manager role
My former colleague just made the jump and landed in brand manager. Seems like that's the most direct route as most client side roles don't really emphasize traditional planning and pass it off to their agencies.
In my experience, marketing in house is more of a hybrid between a planning and a true strategy role. If you’re on the brand side, most in house teams use an agency to do the brand work, and you’re basically coordinating it. If you’re more on owned channels / social side it can be a better mix of strategy and comms planing etc. I think it varies a lot company to company