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Depends on how good either of the agencies are, but experiential feels more future proof. If only because AI can’t completely exist in the real world yet. It’s still largely on screens.
Rising Star
That’s what I’m thinking, it feels like we’re moving to a place where people want more tangible experiences and interactivity vs spots they can skip or pay for premium to avoid.
The experiential agency isn’t very well known but the clients are very impressive and would be great to have on a resume.
Creative Director 1 is right. The quality and the people drive this. It all depends on how good is the experiential agency? If they can take things to the next level, they can earn the right to create really fun stuff and it can be like working at Disney or a movie studio. This also applies to their ability to get more 360 work. How ambitious are they at doing what it takes to conquer more of that space?
I’ve done this. There are some things to consider.
1. While they might be pushing for more 360 work, it doesn’t mean the clients are looking for that work from them. Clients go to them for their expertise not their ambitions.
But, in the slender chance that those opportunities do come around, the entire department will be fighting for those briefs because they are so limited. Even if the creative opportunity isn’t really there.
2. Who will you be working for? For example, the head of VML Commerce seems to be a solid creative leader. So, even if shopper marketing isn’t typically known for its breakthrough thinking, he’s a champion of it. So, you’d be able to get solid work out of the shop. Setting you up for your next move.
3. Once you’re in, it’s hard to get out. Switching back took me years. I delayed promotions, and offers to make it possible. Knowing the further up I go, or the longer I stay in the space, would make it even harder. Because you go from being a creative to an experiential creative.
4. That said, I have a unique skillset now and I know what it takes to make experiential ideas possible. Something I know many of my peers don’t have. It’s also helped me make some pretty out there ideas a success.
So, ultimately, it depends on what you want and what you’re looking to do. But, don’t let them sell you on their ambition. Look at what they’ve done, the clients they have, who those clients current lead agnecies are. Then, make the decisions from there.
If some clients don’t have a clear lead agency for their above-the-work, there might be opportunities there. If not, don’t fully buy into the hype.
Decide to go if they are the ones doing breakthrough, idea-driven experiential work. So, you can at least be sure to get a few book pieces out of it. That way, you’re not holding out hope for projects that might not exist to bolster your book. But, if they do happen, they’ll be the cherry on top.
That’s good. Like, I think it depends on where you seeing your career going. I prefer activation work that’s rooted in an idea or insight. But, there’s definitely a place and market for just beautifully well-crafted moments, too. All depends on your preference.
Being that you’re an art director, I could see the appeal for the latter. You’d def learn another way of thinking to get to these beautifully designed spaces, too. I did.
It depends on what you want professionally. I once left a 360 agency to join an experiential shop with offices in NY and LA, and I didn’t like it. I left after three months.
Yes. The experiential agency is still behind the creative agency on the depth chart with the client.