Mythbusting: Moving from Agency to Client Side

If you're a marketer who has spent most of your career on the agency side and you're thinking about transitioning to the brand side, but you're concerned you might get push back from employers who don't think you could successfully traverse the "great divide," this post is for you.

For those who didn't see it, my LinkedIn post entitled "Can an agency 'lifer' successfully transition to the client side?" chauked up some lengthy comments from marketers who have made the leap from agency to brand, and vice versa. Is it always smooth sailing moving from one side of the fence to the other? No, and in fact, a couple of commenters described facing insurmountable challenges, or observed others who experienced the same. But by and large, responders debunked the myth that once an agency lifer, always an agency lifer. In fact, as you'll read below, many directly credit their agency experience for preparing them for success as a brand marketer. And these responders should know: Many have climbed to positions of prominence with iconic brands after cutting their teeth for many years with agencies. As many pointed out, the exposure you experience to a wide spectrum of many industry categories, B2C as well as B2B, can help you become highly proficient with countless marketing channels, platforms and technologies.

You say you're preparing for an interview for a client-side opportunity, and you believe your predominately agency resume might raise a concern? Here's some ammo to help you effectively present your argument.

These comments are exactly as they appeared in my original posting, but without names to protect confidentiality.

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"My last client was poached from the agency, with permission of course. It's definitely doable."

"I was agency-side for 15+ years and am now client-side for a traditionall building products manufacturer. I was actively sought out for my agency outside-thinking approach and it has proven to work out well. If the client is looking to accelerate the pace, challenge conventions and bring in thought leadership to challenge agency partners, then hiring agency people is a smart move."

"I have successfully alternated: Started on the client side, spent many years in agencies, did the in-house thing again, back on the agency side these past five years. It can be done, and it really helps you think creatively and see the larger picture."

"I have done both. Started my caree on the agency side, and after about 4 or 5 years transitioned to the client side. I know many others who have done the same, and have been successful. I think the agency environment prepares you for whatever gets thrown at you because you have many different experiences to draw from. I also learned a great deal on the agency side because our clients depended on our expertise. If you didn't know it well, you have to learn it quickly. All in all, I believe I am a better marketer because of my dual background."

"I started agency side, went client side and have had folks tell me it's obvious. Agency people are very service oriented. Always anticipating needs. I think it comes from servicing clients. It's an incredibly useful skill when working with internal functional depts."

"I have tried several times to go to the agency side from a corporate career and have not been successful. Yet I find corporate is always open to agency candidates that want to make the change, I do not get it."

"Too many factors involved to say whether this transition will always, or won’t always work. To have a strong bias in one direction or another will cloud the nuances of experience, skill, and talent of an individual. Very different worlds, but where we end up in a career can be quite a contrast from where we start."

"I’ve been on both sides. While I prefer the client side, my 4+ years on the agency side were invaluable."

"Depends on the agency roles they’ve been in. Many agency folks don’t go deep on change management. That said, some client roles don’t require that."

"Agencies and brands suffer the same malady. They believe the talent they seek can only come from within their industry/vertical. The reality is they desperately need a fresh POV from OUTSIDE to help their businesses thrive. The client you speak of is a dinosaur and the company deserves the same fate!"

"It's been my experience that many C-level leaders like to have former agency marketers around them while many agency leaders and owners see real value in having client side marketers join their project teams. An agency or in-house team comprised of people with identical business perspectives and experiences? Or, an agency or in-house team comprised of individuals with a range of experiences and talents? I like being part of the latter."

"I've worked both sides and personally think it gives me an edge, as I have better understanding and insight to the motivations, challenges, and pain points of each."

"I have seen a few agency-side to client-side transitions flame out in senior roles. In these cases (a limited set, to be sure), the problem was that the candidates had never had experience in the politics and accountability for real client side results—the results that aggregate from small wins over time and a deep understanding of a given business. This seems to be what client side folks fear. I hired agency-side folks who became awesome client side leaders, but it was the director and above level stuff where I saw people struggle."

"In these cases (a limited set, to be sure), the problem was that the candidates had never had experience in the politics and accountability for real client side results, the results that aggregate from small wins over time and a deep understanding of a given business."

"This seems to be what client side folks fear. I hired agency-side folks who became awesome client side leaders, but it was the director and above level stuff where I saw people (sometimes) struggle."

"I made the transition to agency and client side twice so far in my career. In my opinion, agency experience is a plus for the client employer. Why? Strategic thinking and team collaboration skills across multiple industries with a strong work ethic. I’m grateful for the agency experience."

"I’ve been on both client and agency sides and have enjoyed both! In either scenario, I’ve approached key internal contacts as my ‘clients’ which has served me well. I would argue that agency folks bring rigor, perspective, new ideas and a sense of urgency!"

"Yes, I have gone back and forth between agency and client side. In my experience, the biggest difference is pace."

"I have had the opportunity to work at large and small agencies and in client service and consulting roles at large database marketing cos., as well as senior marketing roles at large cos and start-ups - the experiences are all extremely valuable and bring an understanding, perspective, and EQ to the tasks at-hand. Having stood in the shoes of my counterparts provides an ability to actually listen to what their situations, needs, and pain points are and to become a true partner and deliver solutions to move the business forward."

"Depends on the agency roles they’ve been in. Many agency folks don’t go deep on change management. That said, some client roles don’t require that."

"I have made the transition and believe the unique perspective acquired from “sitting on both sides of the table” as a head of marketing and an agency leader has actually made me a better marketer and a stronger leader."

"I’ve been on both sides. While I prefer the client side, my 4+ years on the agency side were invaluable."

"Yes, made the transition from the creative side of the agency world to marketing director at two global manufacturers, including my current employer. Found that bringing many of the "agency" principles and processes were not only welcomed by my teams on the client side, but also changed the marketing department mindset from one of vendor mentality to a more forward-thinking driver of revenue and ideas".

"I have worked agency side and client side. Both present different challenges but it's just a change in focus, systems and processes. I think marketers can and make that switch with some hard work, flexibility and teamwork."

"Knowing both is a major advantage.  Client side needs people who are service oriented.  And Agency people who have Client side background understand where all the problems are coming from and can empathize,  instead of being angry and frustrated.  Client people are not masters of their own ship.  And Agency people have to answer to two masters ALL THE TIME.  Long story short: they will both have a bit of learning to do, but the advantages they bring to a different environment make up for that."

Jerry Bernhart, Principal of Bernhart Associates Executive Search, LLC, is one of the nation's preeminent and veteran executive recruiters in ecommerce, digital and multichannel marketing, and CRM. With more than 80 published LinkedIn articles, Jerry is the "voice" of best practices in the recruitment and hiring of ecommerce and digital marketing professionals. Jerry is also the author of the critically acclaimed book, "Careers in Ecommerce and Digital Marketing," on Amazon, and participates in many leading digital marketing and ecommerce conferences. Jerry has been recruiting and placing marketing professionals for more than 28 years. Check out Jerry's other insights on the Thought Leadership section of the Bernhart Associates website.

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