getty
Thanks to the constant flurry of activity involved in the high-level data gathering and decision making needed to execute successful strategies for clients, agency life is inherently exciting, if a bit frenetic at times. On top of a busy pace to keep up with and many basic fundamentals to learn, there are always emerging and evolving trends that newer agency professionals must pay close attention to if they hope to establish credibility among their more experienced colleagues.
To stay relevant in their chosen field, agency pros must embrace continuous learning and improvement, and learning from the experiences of more seasoned peers is a smart way for newbies to avoid common pitfalls, gain critical insights, better understand industry dynamics and much more. Here, members of Forbes Agency Council share the most important learning experiences of their careers. Check out their stories below to help accelerate the learning curve, make better decisions and ultimately find lasting success with an agency career.
1. Appreciating Novelty From A First-Time Experiencer’s POV
My son transformed my perspective on inspiration. He reminded me that for some, engagement with a brand might be their first encounter. I’ve learned that creating impactful experiences doesn’t always require extravagant measures. Instead, understanding and appreciating the novelty from a first-time experiencer’s viewpoint can guide us to craft more authentic, engaging and memorable interactions. - Jordan Kaye, Analog Events
2. Understanding And Articulating Our Team’s Value
My career’s pivotal lesson was understanding and articulating our team’s value. Crucial in today’s fast-paced market, it empowered me to align client expectations with our high-quality services, fostering trust and driving continuous improvement. It’s about mastering excellence and delivering unparalleled value. - Marggiori Salas, IORI Digital
3. Anticipating The Unexpected And Being Better Equipped
The launch of a major e-commerce platform was a defining moment. We faced a massive technical setback on day one. This ordeal underscored the criticality of robust testing, scalable infrastructure and having a crisis management plan. It was a stark lesson in humility and the importance of preparation, teaching us to anticipate the unexpected and ensuring we’re better equipped for future challenges. - Robert Nikic, Why Unified
4. Knowing When To Jump On An Opportunity
I had a job I was perfectly comfortable in, but I took a chance to join a new firm, which I knew would be an exceptional challenge. Nearly 20 years later, I’m still with that firm and so very thankful I was brave enough to get out of my comfort zone and take that risk. Sometimes, opportunities come knocking when we aren’t even looking—knowing when to make a jump can be life-changing. - Emily Porter, Havas Formula
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
5. Embracing The Figure-It-Out Mentality
I learned the figure-it-out mentality early in the game. A CEO client of mine asked me to attend a new business meeting with him. When we left, I said, “You don’t do that kind of work.” His response? “Well, we don’t yet, but we can, and we’ll figure it out.” Sure enough, he did. The company became one of the leading firms in its industry, and I got a great lesson in the figure-it-out factor. - Leeza Hoyt, The Hoyt Organization, Inc.
6. Building A Team With Positive Energy And Shared Values
The most important learning experience in my career was building a team with positive energy and shared values. It took time, and battles, to find and collaborate with the right people. Trust your gut and distance yourself from those who take advantage. Overpromise, work hard, grow and walk away when you’ve outgrown a situation. Build an aligned team for a better cause. - Jessica Kopach, The JKO Agency, LLC.
7. Adding A Little ‘Sugar’ When Delivering Feedback
I once had a (happy) client pull me aside and share that they thought I could add a little “sugar” to my delivery of feedback. I was taken aback at the time, but soon realized what a gift that feedback was. Over the years, whether providing feedback to employees or clients, it has always gone down better when I point out what works as well as what needs fixing. - Christine Faulhaber, Faulhaber
8. Learning The Power Of Speaking My Truth
Learning the power of speaking my truth, as hard of a pill as that may be for a client to swallow, was the most game-changing learning experience of my career. I don’t get hired to be nice; I get hired to be great. I have a tremendous responsibility to identify and implement marketing solutions, which often requires saying hard things to move things in a positive direction. - Lorrie Thomas Ross, Web Marketing Therapy Inc.
9. Paying Attention To Detail And Double-Checking Everything
Less than a year into my first agency job, I was tasked with drafting a press release for two major companies announcing a deal. There was a miscommunication with one of the companies on the deal, and we ended up putting out the release with a quote that had not been approved. The scars of that experience taught me the importance of paying attention to detail and double-checking everything. - Nathan Miller, Miller Ink, Inc.
10. Generating A Return For Every Media Dollar Spent
As a performance marketer, ROI is my focus. I treat our media partners’ dollars as if they were my own. This makes me accountable and focused on generating a return for every media dollar spent. Early in my career, I was managing a campaign where I spent a significant portion of the budget on a digital platform within hours. This resulted in negative ROI and taught me how delicate digital platforms are. - Geoff Crain, Kingstar Media
11. Leaving My Corporate Job To Start My Own Agency
I realized that I did not hold the same values as the CEO I was working for. So I needed to be in a position where I worked for myself and was free to make my own choices. It was a tough move, as I had no investment, no clients and no business partner, but every day, that decision continues to pay off. - Jules Herd, Five in a Boat
12. Staying Honest And Being Accountable
Back in the early days, my business partner presented an embellished case history to a client who had actually worked on the brand and called us out on the lie. Years later, the client and I met up and I told her what a shameful moment that was for me. Although she didn’t remember the incident, she deeply appreciated my honesty, and we have been close ever since. The lesson? Stay honest and be accountable. - Lynn Altman, Brand Now
13. Learning My Worth After Not Receiving Deserved Credit
I worked at a large global agency and created a campaign that stopped a huge client from walking at the 11th hour. At a social event, one of the founders told me that I would never see a dime for saving that business. It was brutal, but his directness provided clarity. A senior partner on that account pocketed the entire bonus that year and quit. That day, I resolved to start my own company as soon as possible. - Sean Looney, Looney
14. Cultivating And Nurturing A Strong Network
The learning experiences throughout my career have been immeasurable. However, the one piece of advice I would offer is to cultivate and nurture a strong network as your career journey progresses. Remember that all the parts of your network form a unique ecosystem that must be valued as a “community” focused on authenticity and openness. A network should never be built for selfish gain. - Dave Wendland, Hamacher Resource Group
15. Testing Ideas Before Actually Building Them
Early on in my career, I learned that no amount of marketing can salvage a bad offer or product. Proof of concept and making sure the product is a market fit are nonnegotiables. Now, I consistently test ideas before putting any effort into actually building them. - Ilan Nass, Taktical Digital
16. Letting My Team Run Projects; Communicating Clearly
When I became a manager at a public relations firm for the first time, I made so many mistakes that it could become a book of “what not to do.” I had a difficult time deciding what work I should be doing and what I should be delegating to others. I tended to rework projects in the way I would execute them versus letting my team run with them, and I often didn’t communicate clearly. - Tim Johnson, UPRAISE Marketing + Public Relations, Inc.
17. Sweating The Small Stuff
Attention to detail is key. I was once an assistant principal trainee (working under a certified principal for my certification hours) and was put in charge of organizing standardized testing across the entire school—a huge job. In short, I messed up, and thousands of teachers and students were stranded in the halls for a bit. Thousands of eyes were literally looking at me to fix it. Sweat the small stuff. - Paul David, Literal Humans
