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Any great resume-writer recos? I need help!
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Rising Star
You need a portfolio that is good enough to enter the brand-side role as a star creative. Then make the move. It's easier to move between brand side jobs than to move from agency to brand side so concentrate on making that first move with confidence.
It’s not wasted energy. It may not always go as planned, but it’s good to be intentional and revisit + evolve the plan as you go. Otherwise, what, we just stumble from job to job? That’s no good.
This is the question I’ve been grappling with as well. My book is solid in the sense that agency types generally like the work I’ve made. A lot of well-produced comedy TV spots for smaller brands.
But I’m not sure how well my body of work translates to a brand side role. From the outside looking in, it seems like working on big recognizable brands may be the easiest way to get into the brand side game? But I’m not sure.
Brand side is more tactical and less “creative” which is perfect. I’m getting tired of seeing TikTok videos repurposed into “apps” that win at Cannes.
One thing that’s similar between agency and in-house is that the more senior you get, the more they want to see that you already have experience in the category or industry you’re working on. So it’s not just about doing good or award winning work, it’s about doing good work on the right kinds of brands.
Chief
It’s not wasted energy. If you are under 10 years of experience, I would stay at an agency and try to get the best range of possible categories and media in my book. What an in-house creative department will look for will vary greatly depending on the brand. They are not all the same. It’s not the same if you apply to Apple than to Target than to Google than to Pepsi than to McDonalds or to Whirlpool. Each has its own structure, culture and needs.
It will definitely help if you do work for the brand (or at least the category) at an agency and then move to that brand in-house later in your career.
I’m less than 5 years but I have a good agency resume, a good book showcasing strong writing and a variety of brands, but not a lot of broadcast video. I may have an opportunity through a connection to get a role at a great brand. I share your concern that it’s too early to leave agencies, but I severely doubt I’ll get a chance like this for quite a while. A little worried I’ll get pigeonholed and not able to go back to agencies if I want to later.
There was another thread recently that covered this from a creative POV. But essentially moving from agency to in-house it’s better to show that you fully understand a particular sector. Whether food, CPG/ retail, healthcare etc. While agency side I would decide what sector your current experience aligns most with and where you’d like to end up, and then focus on working on related brands to build portfolio. In-house also doesn’t care as much about awards, it’s about KPIs and results. Ensure you have enough work and examples that can tell a story with the data