Would love to hear about how anyone transferred from account management to strategy? I’ve worked in accounts for 3 years at small agencies/consultancies + strat was a large part of my role— developing social media strategies for national brands, copy writing, drafting thought leadership bylines. All of it hinges on having a great understanding of what client wants + being able to write. I just started at a giant international agency + my accounts role is too siloed/admin heavy i miss strategy

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I made the move a few years ago from account guy to strategist. A few tips (some of these might be hard to hear, but it worked out well in the end).
• pay for training - this is something you want and you’re going to need to invest in yourself. Take courses by Julian Cole, Mark Ritson, and Mark Pollard.
• read as much as humanly possible - get and read every book there is on the ad biz and how to do great planning / write well.
• prepare to start over - I went from a fairly senior account guy to bottom of the department planner. It came with a pay cut in the short term but i more than recouped within 2-3 years because you can advance quickly
• get creatives to advocate for you - the purpose of planning isn’t to write great briefs, it’s to make great advertising. Knowing the difference and getting creatives to say you’ll help will go a long way.
• switch agencies - everyone says it’s easier to do it at your current shop, but that’s a mistake. If you stay at your current place, people will look at you like you can do both and you’ll end up with some weird hybrid role. Starting fresh gives you the opportunity to own your new responsibilities without feeling torn between conflicting asks.
• get your story together - no potential boss cares about your personal goal to become a strategist, they care that you’ll do a great job and can learn quickly. Prove to them that you can (by doing the stuff above and building a portfolio).
• try doing planning work with a creative friend who is freelancing - they’ll appreciate the free help and you’ll get some experience of what it’s actually like (often a bit different than you might have thought)

Do the above and you’ll be in a strategy role within 6-12 months.

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I'm in the same situation as you. I hate being the point of contact for clients (and dealing with them in general) but love strategy stuff. From what I've heard, people who have made the switch did so with great portfolios and a little bit of networking.

Switching into a strategy role at your own agency seems to be the most common path taken, but I know that's not exactly feasible for everyone (it certainly isn't for me).

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Thanks! I appreciate your insight. It’s a tricky situation to be in, hoping we both make a more meaningful move soon!

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I made the switch by telling anyone who would listen that I wanted to, and cozying up to the CSO and Strat team on my account, volunteering to work on pitches and doing added value strat work (competitive, trend newsletters etc).

Also when you leave, write your resume to sound like a strategist—position the Strat work you did over the account stuff, including your title (“Planning Apprentice/Account Manager,” “Strategic Account Manager”).

Three years is getting into a place where it’s harder to swap, imho; when you’re entry level all skills/lack of experience look pretty transferable. Would start making those money moves asap

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Thank you so much for the helpful advice! I hear you, I’m gunning to make the move in the next six months! I think I need to meet more strategy folks who are willing to chat and yes, very helpful tip re resume! Thank you!

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Thank you SO much that is extremely helpful! I really appreciate you taking the time to provide your insight. Very encouraging!

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