Do digital leaders need both client-side and agency-side experience?
In our digital marketing and e-commerce careers guide, published at the beginning of the month, we put together some of the industry’s best advice on how senior digital professionals can improve their career.
As so much great advice was contributed that we couldn't include in the report itself, we've been publishing blog posts featuring the commentary we received.
Last week we asked whether it was better to be a generalist or specialist in digital marketing, and the week beforehand we asked what attributes were most sought after in senior digital professionals.
This week our contributors answer the question: do digital leaders need both client-side and agency-side experience?
Though the answer may appear obvious for some, this question provoked a variety of responses with some interesting points on the merits of having such a background. We've compiled some of the most valuable insights below.
Rosalie Kurton, head of new business, LBi:
Not necessarily. It helps to be able to understand a client’s challenges operationally, as well as from a marketing and technology viewpoint, but this is often the result of forging strong partnerships and relationships with clients, including periods of co-location to create a blended client/agency team."
Claire Higgins, head of digital marketing, Selfridges:
I think having both is an advantage, as well as having a variety of experience across different sectors.
The benefits range from the consultative approach and strategic insight that an agency background can bring to the table, to understanding the pressurised dynamic of agency life that can help the team perform well under tight deadlines."
David Paice, e-commerce director, Merlin Entertainments:
If you can speak an agency’s language it will generally help speed certain processes up and you will have a better appreciation of whether you are getting value for money, but this is not essential."
Chris Ketley, head of digital and e-commerce, Bupa:
No, but I have, and it helps in two ways from a client perspective: first, to appreciate how an agency might add value and also its limitations; second, because in many companies the digital function operates and acts like a central agency resource. Business capability assessment, internal specialist digital skills and relationship management and are all important elements shared by clients and agencies."
Allison Wightman, head of ebusiness, Virgin Atlantic:
Not necessarily. Both client side and agency side are exciting jobs but it's often considered much cooler to work in an agency with different accounts, varying projects and new opportunities, particularly when you are getting a grounding in all things digital. If you work for a brand you have the challenge of growing a profitable digital business and also enjoy the perks of whatever company you work for, but you may not stay put as long as to grow in your career, as there is often only one website in most companies."
Matt Simpson, head of digital for EMEA, OmnicomMediaGroup:
Absolutely not, although it has some advantages. The benefit of having a background which includes both client and agency experience is a generally better understanding of what people want out of a situation, a better ability to read between the lines. There are many issues which affect a client’s ability to implement certain recommendations which are often not explained, having some knowledge of these is of course very helpful."
Alison Lancaster, CMO, Kiddicare, and marketing director, Morrison’s Non-Food:
I'd say yes, because I do - and you get very different perspectives depending on which side of the fence you're sitting. Having worked on the agency and consulting side, and then become a client, I think you are able to get closer to the commercial priorities, trading issues, available data and wider business needs.
However, when the chemistry is right, great agencies really listen and invest the time to get to know their clients inside out as if they are part of the client team. Great clients really appreciate and understand how to get the most out of their agencies - sharing information and insights as if they were an extension of their own team, and knowing what motivates them. So if you don't have experience on both sides, take the time and trouble to really engage, listen, question and view things from both dimensions - and, of course, always view from the customer perspective."
Tessa Cook, e-commerce MD, Dyson:
No, not at all. Agency side people are often great at prioritising, project management and strategy. Client side people tend to be more grounded in reality, and great at getting stuff done."
Paul Wishman, group e-commerce director, LV:
This isn’t mandatory, as experience gained is usually sufficient to understand how to manage and work with respective agencies. This said there is value in having someone who is able to better empathise when dealing with their agency counterparts, and often people with this background do have greater technical depth."
Russell Gould, former MD, e-StrategyConsultancy.com:
This is nice to have but I don't really see any great value here. The key is to understand both sides."
Fiona Spooner, head of acquisition and optimisation, Financial Times:
I'm sure it's helpful but not necessary. I would say that though as I have always been client-side, but I make a point to spend constructive time with agencies, learning how they work and think."
What are your thoughts? Do you need both client-side and agency-side experience to succeed in digital marketing? How useful is it to have? Have you made the transition from one side to the other? Join the debate and share your thoughts in the comments below.
For further information, download our free digital marketing and e-commerce careers guide (registration required) or find out more about the other free reports offered by Econsultancy.
Andrew Warren-Payne is a Research Analyst at Econsultancy.
Excerpt from:
Do digital leaders need both client-side and agency-side experience?
- Payments to Minneapolis digital fund dry up - June 5th, 2012 [June 5th, 2012]
- 4 June - Currency Report with Nomvuyo Guma - Video - June 5th, 2012 [June 5th, 2012]
- Digital Nomads - Travel Blogger - Nomadic Samuel - Video - June 5th, 2012 [June 5th, 2012]
- Hyperinflation not possible but $13125 gold is? - Martin Armstrong - Video - June 4th, 2012 [June 4th, 2012]
- Urgent Message for Greece - Video - June 4th, 2012 [June 4th, 2012]
- GCASH Transactions AVP - Video - June 4th, 2012 [June 4th, 2012]
- 30DC Announces Successful Test of - MagCast - Digital Publishing Platform - June 4th, 2012 [June 4th, 2012]
- Google-YouTube is all about MONEY and TOTAL CONTROL - Video - June 3rd, 2012 [June 3rd, 2012]
- Akron and Uniontown Dentist Improves Dental Care With Digital Radiography - June 3rd, 2012 [June 3rd, 2012]
- Paysafecard Code (PSC) Generator German _ Deutsch Version Tutorial 2012! Newest Version - Video - June 2nd, 2012 [June 2nd, 2012]
- Battlefield 3 Online Gameplay - TIME IS MONEY - June 2nd, 2012 [June 2nd, 2012]
- 120530 - Bill To Audit The Fed - Video - May 31st, 2012 [May 31st, 2012]
- So Money Corporate Video solutions - Video - May 31st, 2012 [May 31st, 2012]
- TNMM-TheNextMillionaire Maker!.. Review how to make money online! - Video - May 31st, 2012 [May 31st, 2012]
- FIFA 12: Wasting My Money - Ep23 "Youtube" - Video - May 31st, 2012 [May 31st, 2012]
- 3 Companies Unexpectedly Embracing Digital - May 31st, 2012 [May 31st, 2012]
- Mary Meeker Talks About How Digital Is Changing Everything - May 31st, 2012 [May 31st, 2012]
- 10 Commandments of Digital Analytics - May 31st, 2012 [May 31st, 2012]
- Refocusing student media to align with digital first approach - May 30th, 2012 [May 30th, 2012]
- Alcatel-Lucent Says Europe Risks Turning Into ‘Digital Desert’ - May 30th, 2012 [May 30th, 2012]
- Alcatel-Lucent Says Europe Risks Becoming Digital Desert - May 30th, 2012 [May 30th, 2012]
- The Color of Money: Our digital devolvement - May 30th, 2012 [May 30th, 2012]
- Digital Generation Bottomed Out: Finerman - May 30th, 2012 [May 30th, 2012]
- In Person: Kramer will take USA Today into digital tomorrow - May 29th, 2012 [May 29th, 2012]
- Digital money management changing face of estate planning - May 29th, 2012 [May 29th, 2012]
- NWO Survellience - The Smart Grid - Video - May 28th, 2012 [May 28th, 2012]
- Amazon deal boosts profits at Entertainment One but bid plans weigh on shares - May 28th, 2012 [May 28th, 2012]
- Whole Lotta Money Mr.Jackson, Nubz ,Ashley Rae (Official Music Video) (720p) - Video - May 28th, 2012 [May 28th, 2012]
- ricky b - dr j ( ball up on this bitch) - Video - May 28th, 2012 [May 28th, 2012]
- Coachella Valley Unified students remain frozen in digital divide - May 28th, 2012 [May 28th, 2012]
- Alertpay Payza (Credits) Free, Get AlertPay Cash Now - Video - May 27th, 2012 [May 27th, 2012]
- Our digital devolvement - May 27th, 2012 [May 27th, 2012]
- Obama Calls for Govt. Apps as Part of Digital Strategy - May 26th, 2012 [May 26th, 2012]
- Dreadsquad - May 25th, 2012 [May 25th, 2012]
- A-Trak - May 25th, 2012 [May 25th, 2012]
- Young Money 101 - 3 Days (Official Video) - Video - May 25th, 2012 [May 25th, 2012]
- The Times-Picayune to cut print papers to 3 days a week amid industry's digital age struggles - May 25th, 2012 [May 25th, 2012]
- PBS and SAFARI Montage Sign Expanded K-12 Digital Distribution Deal - May 23rd, 2012 [May 23rd, 2012]
- TEDxSussexUniversity - David Birch - Identity in the 21st Century - Video - May 20th, 2012 [May 20th, 2012]
- FIFA 12: Wasting My Money - Ep22 "Desperate Housewives" - Video - May 20th, 2012 [May 20th, 2012]
- Currency Trading With Binary Options Trading With Digital Options - Video - May 20th, 2012 [May 20th, 2012]
- Could digital sales also be contracting? - May 20th, 2012 [May 20th, 2012]
- Ampichino - May 17th, 2012 [May 17th, 2012]
- "The End of Money" is Nigh Says Author David Wolman - Video - May 17th, 2012 [May 17th, 2012]
- Gemalto's Xavier Larduinat talks about "Strategic Initiatives in Digital Security" - Video - May 17th, 2012 [May 17th, 2012]
- tv.ibtimes.com - "the end of money" is nigh says author david wolman - cashless society - Video - May 17th, 2012 [May 17th, 2012]
- Whole Lotta Money Trailer [720p] - Video - May 17th, 2012 [May 17th, 2012]
- Digital Business Card USA - Promote Your Business by Text or Email - Video - May 17th, 2012 [May 17th, 2012]
- The great digital outdoors: Drive-ins see the light by upgrading technology - May 17th, 2012 [May 17th, 2012]
- Turner's Digital Execs Bet Their Content Will Draw Big Upfront Dollars - May 17th, 2012 [May 17th, 2012]
- IAB Launches Digital Media Sales Certification to Set New Professional Benchmark for the Interactive Advertising ... - May 17th, 2012 [May 17th, 2012]
- How to Make Money On Line, all forms, all courses, all together Digital-Supermarket BookStore - Video - May 15th, 2012 [May 15th, 2012]
- Africa's new digital frontier - May 15th, 2012 [May 15th, 2012]
- MySingleLink launches new, secure revolutionary digital wallet - May 15th, 2012 [May 15th, 2012]
- Digital River Announces Results of International Commerce Survey - May 15th, 2012 [May 15th, 2012]
- ACN Digital Satellite Television Directv Dish Network ACN Customers Save More Money! - Video - May 12th, 2012 [May 12th, 2012]
- ACN Digital Phone Service - Replace your home phone and save money -- See Offer Below! - Video - May 12th, 2012 [May 12th, 2012]
- Digital Coin Counting Money Jar [DEMO] - Video - May 12th, 2012 [May 12th, 2012]
- Runescape Ultimate Money Making Guide : 500K - 1M Per Hour - Video - May 12th, 2012 [May 12th, 2012]
- Research and Markets: Australia - Digital Economy - M-Commerce Developments and Projects - 2012 - May 12th, 2012 [May 12th, 2012]
- Is digital opening up a new chapter for publishing? - May 12th, 2012 [May 12th, 2012]
- The Digital Skeptic's Guide to 3 Wall Street Slayers - May 12th, 2012 [May 12th, 2012]
- Ep 02 - Digital tips - Orange Money.mp4 - Video - May 9th, 2012 [May 9th, 2012]
- What's next for money and payments? EVENT - Video - May 9th, 2012 [May 9th, 2012]
- GET MONEY RECORDS (CLIENT BASED PROJECT) MOTION PIMP PREVIEW - Video - May 9th, 2012 [May 9th, 2012]
- Night Air Digital - Video - May 9th, 2012 [May 9th, 2012]
- Digital Risk Calls For New Industry Standards Taskforce To Oversee Mortgage Risk Due Diligence - May 9th, 2012 [May 9th, 2012]
- The Bitcoin learning curve - 00 - Video - May 6th, 2012 [May 6th, 2012]
- Why care about Bitcoin - 01 - Video - May 6th, 2012 [May 6th, 2012]
- Understanding Bitcoin - 02 - Video - May 6th, 2012 [May 6th, 2012]
- Bitcoin currency rules - 03 - Video - May 6th, 2012 [May 6th, 2012]
- Bitcoin transaction properties - 04 - Video - May 6th, 2012 [May 6th, 2012]
- Bitcoin rule enforcement part 1 - 05 - Video - May 6th, 2012 [May 6th, 2012]
- Toss up: digital car radios - May 6th, 2012 [May 6th, 2012]
- CISPA - Our Congress Can't Sleep At Night Because of Digital Bombs - May 2nd, 2012 [May 2nd, 2012]
- Digital Wallet War Heats Up Again - May 2nd, 2012 [May 2nd, 2012]
- Digital Signature Software supports 8 languages. - May 2nd, 2012 [May 2nd, 2012]
- The Case Against Digital Sprawl - May 2nd, 2012 [May 2nd, 2012]
- Digital TV on PC - Video - May 2nd, 2012 [May 2nd, 2012]
- Money Time 29,April 2012 Part 1 - Video - May 2nd, 2012 [May 2nd, 2012]