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be the biggest fish in the biggest pond you can -- while you still have that fight left in you.
when you're old/tired/content -- take your pick of where you want to settle down. not a damn thing will be able to phase you and you'll be worth top dollar.
the first time you turn down a "good" agency -- it's beautiful. because you have the power of them needing you. not the other way around.
My best advice is to think beyond the big / small. What else is important to you? Obviously recognize that being valued and having your work recognized is key, but is the work your doing the kind of work you are stoked to make? What is missing in your current gig that’s making you look and does the new place have it? What about the new gig is giving you what you need for where you beyond that place? It’s so much about you where you are where you want to go and what you feel like you need to grow professionally.
If you have the chance to get out of the holding company game, do it.
Can you elaborate on the holding agency game?
I've been both a big fish in a small pond and small fish in a big pond. It all depends on where you are in your career. For growth I would advise work your way to being big fish in a small pond, then move to a bigger pond and do the same. Then when you get fed up with caring too much about work and not enough about family, move down a bit. Being a medium size fish in a big pond is safe and comfortable providing you can tame your competitiveness. You can do your best work because you won't be constantly targeted. Good for the company and good for you. And when some of the water evaporates, you won't find yourself flopping around on the shore gasping for air.