Insights from our Speaker Series event: Agency or Client

We recently hosted the first event in our new iknowho Speaker Series, focusing on Agency vs Client Side. This is always a hot topic; how do you know if moving from an Agency role to a Client side Marketing role (or vice versa) is really the right thing for you?

We brought together a panel of fantastic industry experts, who have all transitioned in their careers one way or the other, and hosted a Q & A discussion.

The Panel | Boo Mitchell – CBA, Tim Rozea – The Conversion Group, Silvia Arrigoni – Society One and Jacob Baldock – Meat & Livestock Australia

Here are some key insights:

Q: Why did you want to move from agency to client side?
• Ownership and deep understanding of a single brand
• Add value & ownership
• For a change and a new challenge

Q Why did you want to move from client marketing to agency?
• Work in a more entrepreneurial & collaborative environment
• Work at a faster pace

Q: How do you decide if a move is right for you?
• Accept there is no right or wrong, just different, and be ready to embrace the differences
• Seek out a variety of mentors / advisors who really know you, your strengths and weaknesses
• Put your hand up for a secondment to trial out different ways of working

Q: What steps do you take
• Identify your own transferable skills; what do you enjoy, what are you good at, what skills are you missing
• Find something that you are passionate about, or really enjoy, as then you’ll put in more effort and have higher motivation to succeed
• If you have worked with amazing people that inspire you, follow them!

Q: How do you bridge a skills gap
• You don’t know what you don’t know….so in a new role you have to be a sponge and soak up as much information and experience as you possibly can early on. Be proactive when you’ve recognised a gap in your skills and take your own steps to fill that gap

Q: If you move from agency to client side, do you have more ‘control’?
• In some senses, yes you do, but don’t forget that you’re also a part of a team, working with a whole range of stakeholders across the business (product, sales, procurement, customer service, etc who have their own agendas
• You are more accountable, as you are the guardian of the brand….so perhaps ask yourself not ‘will I get more control’ but ‘can I handle more responsibility, can I be accountable for the end results’

Q: What were the biggest challenges you found after you made the move?
Moving agency to client
• Having to broaden your skill set quickly, for example working on new product development • Taking a jump up in level of responsibility
• More meetings, more process, more stakeholders
• The language; lots of acronyms, so get an acronym list if you can and study up!
• Cultural shift

Moving client side to agency
• Stability is more challenging in an agency, especially if they work on a project based model
• Cultural shift

Q: What tips would you give to people thinking about making a career change?
• Be true to yourself (who you are, how you work, what inspires you)
• Work out your priorities
• Treat yourself as a brand; you have strengths and weaknesses – benefits and features, so be true and work out what is right for you
• Try before you buy; look for contract opportunities to make the transition

And the best tip that stuck with me from the night is simple;

You can do it if you put your mind to it!

We’d like to again thank our fabulous panel:

Boo Mitchell – CBA
Tim Rozea – The Conversion Group
Silvia Arrigoni – Society One
Jacob Baldock – Meat & Livestock Australia

We’ll be holding out next Speaker Series event on 22 February, keep an eye out for the invite in the new year!

If you’re at a crossroads and need some advice on whether an agency or client side role is the best next move, get in touch with our consultants today.

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By Kristina Gerdov • September 3, 2025

For many growing businesses, marketing is often something that gets added to the to-do list of already busy managers or existing teams. A social post here, an email there, and maybe a campaign when there’s time. But without dedicated expertise, marketing rarely delivers the consistency and commercial results your brand needs to grow. If you’ve been wondering whether it’s time to bring in a dedicated marketing resource, here are the key things to consider and how to ensure your first hire is set up for success. 1. The Telltale signs If your demand generation has stalled, you’re struggling to convert interest into sales, or your brand presence feels disjointed, it’s time to stop relying on ad-hoc efforts. A dedicated marketer can build and execute a strategic plan that drives consistent results and positions your brand for long-term growth. 2. What to avoid It can be tempting to look for a “jack-of-all-trades” who can do a little bit of everything. The reality? Even the most talented marketer will struggle without clear goals and defined outcomes on what the business is looking to achieve. Hiring without clarity can lead to underwhelming results and frustration on both sides. Be specific about the expertise you need and the outcomes you expect. 3. Why this hire is so important to get right Your first marketing hire is more than just another role, it often lays the foundation for your brands future growth engine. The right hire can build momentum and shape how your future team evolves. The wrong hire however, can stall progress, waste budget, and leave you back at square one. 4. Fractional vs full-time Not quite ready for a permanent commitment? Fractional marketers can be a great short-term solution to get things moving while you build the case for a full-time hire. Just be clear on their remit. Fractional marketers are ideal for campaigns, projects, or interim support, but they’re not typically suited to long-term brand building or team development. 5. What kind of marketer do you actually need? Marketing as a discipline is broad, as are the tools used to reach your desired target audience. Do you need someone to drive digital acquisition, manage partnerships, develop content, or build brand strategy? Start by clarifying your business’s biggest priorities and pain points, then match the skillset accordingly. The clearer you are upfront, the better the outcome. 6. How to set them up for success Hiring the right person is only half the job. To see results and maximum impact, you need to set your new hire up for success. This means: Clear KPIs so they know what good Vs great looks like The marketing tools and access to the resources they need to deliver Integration into cross-functional conversations with key decision-makers from day one Bec Godkin, Senior Talent Partner says “Marketing can’t succeed in a silo. The deeper your marketer is connected across the business and understands the various levers that shape success, the greater their impact will be” Hiring your first marketer is an exciting step - it signals growth, ambition, and the desire to build something bigger. By being clear on what you need, avoiding common pitfalls, and setting your hire up for success, you’ll give your business the best chance to thrive. At iknowho , we specialise in helping brands make their first marketing hire. If you’d like to talk through what kind of marketer is right for your business, we’re here to help.

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By Kristina Gerdov • May 13, 2025

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