Once you make the move to brandside, assuming you’re at a reputable brand, how do you move up? I’m concerned I’m not going to making big flashy book work. Can good writing alone get you to some top in house spots?

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I’d focus on making the move in house first and then determine how best to move up the ladder! All companies will be structured a bit differently but all should have opportunities for growth. Overall, the benefit of higher pay, work-life, balance, and seeing people of varying ages being successful vs agency where there seems to be a funnel at the top, has made the move to brand side worth it. I also have determined I want to work towards a certain level of success but at a certain point would be happy to plateau because the pressure at the very top seems more than I’d want to deal with lol

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I’m at a big reputable brand and you move up through the companies very regulated, very organized review system. Your peers evaluate you, your manager evaluates you, the Executive Leadership team evaluates you, you’re given a category (basically a needs improvement, keep doing what you’re doing, or you’re ready to move up), then you’re given goals/milestones to hit for the next 12 months. There are steps throughout the entire year for this. The expectations are very clear. There are no surprises. There are also bonuses given at various check points.

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If you are able to get a good position with a good in-house agency, then the growth process is like anyplace else. Do great work, be pleasant to work with, and, ultimately, seek a balance between “they need a fresh approach” projects and getting on projects for the largest revenue brands (these will always be the company’s biggest priorities). Be aware though, that at an in-house agency the upward mobility may be more limited, because you are a support for the company, vs being the driver of their business model. Also, don’t be offended if one day someone from a sexier outside agency is brought in above you. The reality is that clients are always looking to “next level” every functional area, and after awhile, you will be seen as one of “the family” vs the exciting new outsider…

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In my experience large brandside companies can be very slow to promote creatives from within if there is not an immediate business need.

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I would love too but none seem to be hiring

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