Working in an advertising agency can be an exhilarating experience for many young professionals in New Zealand. However, it can also be a challenging environment where the fast pace, long hours, and flat organizational structures limit career growth. For junior designers and creatives who have spent 2-3 years in an agency, making the leap to the client side might be the key to accelerating career progression. Here’s why this transition can be a game-changer and how it’s particularly relevant in the New Zealand market.
1. The Reality of Agency Life: Limited Growth Opportunities
Advertising agencies, regardless of their location, often operate under a similar business model—one that heavily relies on the energy and creativity of young talent. However, the structure within agencies is typically quite flat, with limited opportunities for upward mobility.
- Flat Hierarchies: In many agencies, especially in New Zealand where the industry is smaller, there might be only one creative director overseeing a team. This means that unless the director moves on, it can take years to climb the ladder to a senior position.
- Slow Progression: It’s not uncommon for junior designers to spend five years or more in an agency before they are promoted to senior roles where they can lead significant projects independently. This can be frustrating for those looking for faster career advancement.
2. Why Moving to Client-Side Marketing Makes Sense
For many junior designers and creatives who find themselves at a career plateau in an agency, transitioning to the client side offers a viable path to accelerated growth. Here’s why:
- Broader Responsibilities: On the client side, especially within small to medium-sized businesses in New Zealand, a marketing manager often wears many hats. You won’t have a full-service team to support you, so you’ll need to be a self-starter and problem solver, handling everything from brand management to digital marketing.
- Diverse Skill Application: If you have a strong background in graphic design and have picked up some digital marketing skills along the way, you’ll find that these are highly valued in client-side roles. Your ability to execute a wide range of marketing tasks will be crucial to your success.
- Better Compensation: A move to client-side marketing can also come with a significant pay increase. In New Zealand, marketing manager roles typically offer salaries in the range of NZD 80,000 to 100,000, which is often a step up from what junior roles in agencies offer.
3. Building a Strong Foundation for Future Growth
One of the biggest advantages of moving to the client side is the opportunity to build a solid foundation for further career growth. Here’s how this transition can set you up for long-term success:
- Managerial Experience: Gaining experience as a marketing manager not only adds a valuable title to your resume but also equips you with the skills needed to manage teams and larger projects. This experience is crucial when aiming for higher-paying roles in the future.
- Industry Connections: Working directly for a brand often allows you to build a network of industry contacts, including suppliers, media partners, and other businesses. These connections can be invaluable when looking to advance your career or explore new opportunities.
- Pathway to Higher Salaries: With a marketing manager title, industry experience, and a growing network, you can aim for roles with salaries in the NZD 80,000 to 100,000 range. Whether you choose to grow with your current company or jump to a larger organization, the possibilities are wide open.
4. Challenges of the Client-Side Role
While the client side offers many advantages, it also comes with its own set of challenges, particularly for those used to the collaborative environment of an agency.
- Increased Responsibility: Unlike in an agency, where tasks are divided among specialized teams, you’ll need to handle multiple aspects of marketing yourself. This can be overwhelming but is also an excellent way to develop a wide range of skills.
- Resource Constraints: Smaller companies in New Zealand might not have the same resources as larger organizations, meaning you’ll need to be resourceful and make the most of what you have. This can be challenging but also rewarding as you see the direct impact of your work.
5. The Long-Term Benefits: A More Dynamic Career Path
The move from agency to client side is more than just a job change—it’s a strategic career decision that can open up a world of opportunities.
- Flexibility and Autonomy: On the client side, you often have more control over your projects and the direction of your marketing efforts. This autonomy can be both liberating and empowering.
- Career Longevity: With the diverse skill set you develop on the client side, you’ll be well-prepared to adapt to changes in the marketing landscape, making your career more resilient in the long run.
- Opportunities for Leadership: As you gain experience, you may have the opportunity to build and lead your own marketing team, further solidifying your position as a leader in your field.
Conclusion
For junior designers and creatives in New Zealand’s advertising industry, moving to the client side can be a smart career move. It offers the chance to accelerate your growth, increase your earning potential, and build a more dynamic career path. While the transition may come with challenges, the long-term benefits often outweigh the initial hurdles, making it a worthwhile consideration for those looking to advance their careers in marketing.