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As a person playing a purely creative role in my agency, generalist skills have been incredibly valuable in helping me understand the bigger picture of campaigns and collaborate effectively across teams. And to contribute ideas beyond just my core creative role, which has been appreciated by both colleagues and clients.
I think creative roles can afford more generalist skills but the other side thrives better with specialist skills.
Agree that it depends on your department. I was in Account Management and inadvertently ended up specializing in a certain area. Tried stepping away so I wouldn’t be pigeonholed but wasn’t happy. Decided to lean back in and ended up being able to move brand side!
It depends on your career goals too. I started in SEM and got a manager role before expanding my scope but always knew that I wanted to get experience in other digital channels. Based on your company, there may be opportunities to expand your skillset once you reach a certain level but I’ve found there’s almost always a ceiling if you over specialize. There’s only so many practice lead or center of excellence style roles out there.