My agency has a media team but not a strong media offering. Most of the clients we work on have their own in-house media teams, so I often find myself consulting on a billion projects (either as a "channel planner" or providing audience insights) but not owning/executing anything. I love working as part of an integrated agency, but i can feel my skills atrophying. I cant tell if "this is how the media role is evolving", in integrated agencies, or if im stuck in a dead end. Can anyone relate?

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Worked at an independent “integrated” shop for under a year as they were building out their media division. I was supposed to help usher in their place in the market, but met resistance from the higher ups at every turn. Made the jump back to a larger agency and realized that I had missed out on tons in that year. I got great insight into the creative side of things though. My reco would be to assess what you really want to be... if it’s a jack of all trades with the consultative approach to media, then stay the course and meet with all the vendors out there to stay caught up on the marketplace. For media excellence, you’ve gotta go where the budgets are, and that’s the larger holding companies.

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Really insightful POV, @MD1. Can you give an example/scenario of being met w resistance from higher up? Was it a billings issues or lack of budget?

I feel this.

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I was at a holdco with abysmal in house teams and I felt myself get stupider with each passing day as I was pulled through a series of nonstop meetings filled with bitching and half decade old tactics led by poorly trained juniors.

If staying sharp on the tactics matters to you explore options.

That said plenty of people have made great careers without it.

Understand where you want to go and how you're getting there. Pick jobs accordingly.

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If you’re considering your own company as “not having a strong media offering”..... there’s your answer.

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"Strong", as in "not well known". One thing begets another. I have a great team, smart and capable.

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