As someone with extensive experience in the digital marketing industry, I often get asked about the best career path for aspiring marketers: should they work on the agency side or the client side? Both paths offer unique opportunities and challenges, especially within the New Zealand market. Understanding the differences can help you make a more informed decision about where to focus your career.
1. Working on the Agency Side
Working in a digital marketing agency can be a dynamic and fast-paced experience. Here’s what you can expect:
- Diverse Project Experience:
Agencies in New Zealand typically handle multiple clients across various industries. This variety means you’ll work on different projects simultaneously, gaining broad experience in a short period. For instance, you might be managing a social media campaign for a local retail brand in the morning and optimizing PPC ads for a financial services client in the afternoon. This exposure is invaluable for building a versatile skill set. - Rapid Skill Development:
Due to the fast-paced nature of agencies, you’ll quickly learn to adapt and develop new skills. Whether it’s mastering a new digital tool or creating a pitch for a prospective client, the learning curve is steep but rewarding. This environment is perfect for those who thrive under pressure and enjoy continuous learning. - Client Interaction and Relationship Management:
In an agency, your role isn’t just about executing marketing strategies; it’s also about managing client relationships. You’ll need to understand client needs, present strategies, and sometimes manage their expectations. This requires strong communication skills and the ability to balance multiple stakeholder interests. - Creative Freedom and Collaboration:
Agencies often foster a creative environment where brainstorming and collaboration are part of the daily routine. You’ll work closely with other marketing professionals, designers, and strategists, which can lead to more innovative and impactful campaigns. - Career Progression Opportunities:
Agency roles can lead to rapid career progression, particularly if you’re adept at managing clients and delivering results. In New Zealand, many agencies operate on a meritocratic basis, allowing talented individuals to rise quickly through the ranks, from account executive to senior strategist, or even to account director roles.
2. Working on the Client Side
On the client side, you’ll be working directly for a brand, managing its marketing efforts from within. Here’s what to expect:
- Deep Industry Expertise:
Unlike the varied experience you gain at an agency, working in-house allows you to become deeply knowledgeable about one industry or brand. For instance, if you work as a digital marketing specialist for a New Zealand-based e-commerce company, you’ll gain an in-depth understanding of that market, consumer behavior, and the competitive landscape. - Focus and Stability:
Client-side roles often offer more stability and focus. You’ll work on long-term strategies for a single brand, allowing you to see the impact of your work over time. This is ideal for those who prefer to dive deep into one area rather than juggling multiple projects. - Control Over Strategy:
In a client-side role, you have more control over the marketing strategy and how it’s executed. You’ll often be responsible for managing budgets, overseeing campaigns, and ensuring alignment with broader business goals. This can be particularly rewarding as you directly contribute to the company’s success. - Collaboration Across Departments:
You’ll frequently collaborate with other departments such as sales, product development, and customer service. This cross-functional teamwork can enhance your understanding of how different parts of the business interact and contribute to the overall strategy. - Potential for Slower Career Progression:
While client-side roles offer stability, they can also mean slower career progression compared to agencies. Advancement opportunities may depend on the company’s size and structure. However, as you gain expertise and prove your value, you may move into senior roles such as Digital Marketing Manager or Head of Marketing.
Salary Insights
In New Zealand, salaries can vary significantly between agency and client-side roles. Agency positions often start lower but can increase rapidly with experience. For example, a junior digital marketing executive in an agency might earn between NZD 45,000 and NZD 55,000, while a digital marketing executive can earn between NZD 60,000 and NZD 70,000. On the client side, a digital marketing manager might earn between NZD 80,000 and NZD 100,000, with heads of digital marketing potentially earning upwards of NZD 110,000 (WeLoveSalt).
Conclusion
Choosing between agency and client-side roles depends on your career goals, work style, and personal preferences. If you thrive in a fast-paced environment and enjoy working on diverse projects, the agency side might be for you. On the other hand, if you prefer stability, a focused industry role, and deeper strategic control, the client side could be a better fit.
Ultimately, both paths offer valuable experiences and can lead to rewarding careers in digital marketing within New Zealand. The key is to align your choice with your long-term career objectives and the work environment that best suits your skills and personality.