Above the Line Below the Line. Where is the line anyway?

Landing your first agency role can happen so suddenly, day one you’re thrown in the deep end and by the time you come up for air and start looking for new opportunities you realise there are SO many different styles of agencies out there all describing themselves in slightly abstract, quirky ways, how do you determine who does what and what is right for you?

I meet with a lot of junior candidates who may have a few years’ agency experience and ready for a new role but find all the different agency buzz words out there very confusing and also slightly daunting, I thought I would write a little overview on different ways you can upskill and the most transferrable skills relevant to each discipline.

When approaching new opportunities firstly remember the quickest way to climb the ladder is by capitalising on what you already know then utilising that knowledge to secure a role within an environment that will allow you to upskill in areas you deem important and interesting. Here’s a quick overview of what means what. You will notice some crossovers in the below, perhaps you may identify where you could transition or a particular interesting channel? I have included a link to some of the specific agencies of each discipline that iknowho work with.

BTL – no it’s not a sandwich

You may have been working in experiential, promotional marketing, cross promotions & sponsorships, trade shows, print hand-outs, consumer promotions, gift with purchase, on pack promotions, in-store sampling, shopper marketing, retail activations, bespoke events and have touched on digital and social.

https://www.becausexm.com/work

http://pimgroup.com.au/#what

http://www.geometry.com/au

Direct marketing – let’s get to the point:

You guys use data analysis to create communications direct to customers through a variety of channels including SMS, electronic direct mail (EDMs), customer loyalty marketing, targeted online adverts, digital and social (paid), direct mail (DM). You may also partner with an integrated agency to create: targeted TVC’s, targeted print as well as targeted outdoor advertising. It’s all about understanding your audience and using that data to identify your target audience and create tailored campaigns relevant to that market, it’s all measurable!

https://mercerbell.com.au/ourwork/

https://lavender.ad/Work.aspx#/all

Integrated – the jack of all trades:

Integrated agency people have worked on multichannel campaigns. This means you have touched on TV, Radio, Print, Digital, Online Content plus you understand what’s involved in BTL (see above) and direct marketing (also above) but typically an integrated agency will outsource these components so as to focus on the conceptualisation of the core message and how best to apply budget across channels.

https://mcsaatchi.com.au/work/

https://www.leoburnett.com.au/Sydney

Branding & Design – bring your thick rimmed glasses:

The core of a brand is identified across look and feel, and tone of voice. Then account service utilises top photographers, illustrators, copywriters, web developers to ensure the brand essence is consistent across all communications both on and offline. These agencies can be working on whole new brand concepts, brand refreshes and the content to support that brand persona.

http://www.sixblackpens.com/portfolio

http://houstongroup.com.au/

Of course every agency is unique, however, through understanding the different sectors you can better determine where your channel strengths currently lie and the transferable skills between the disciples that will help you continue to build on your existing skills while still evolving as a marketer.

Remember the easiest way to succeed is to always follow your passions.

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Signs It’s Time to Hire a Marketer…and how to get it right

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.

What is a Fractional CMO and could one be right for you?

By Kristina Gerdov • June 25, 2025

Discover what a Fractional CMO is, the benefits they bring, and how to know if hiring one is the right move for your business.

How personal branding can supercharge your job hunt in 2025

By Kristina Gerdov • May 13, 2025

In 2025, personal branding isn't just a buzzword – it's important for anyone navigating the job market. The uncomfortable truth is this; you're likely being Googled more often than you're being interviewed. In a digital-first world, your personal brand can potentially boost your career prospects. So how can you leverage it to stand out during your job hunt? 1. Your brand is what people say when you're not in the room Personal branding isn’t just about the polished version of yourself that you post on LinkedIn. It’s what others say about you when you’re not around. Consider how you’re being perceived online and offline. Is your brand consistent, authentic, and aligned with your career aspirations? What would potential employers say about you when they Google you? To start refining your personal brand, think about your values, your goals, and how you want others to perceive you. This means showcasing your strengths, yes, but also acknowledging your struggles and learning moments. Authenticity can give you a competitive edge. 2. Lead with curiosity, not just expertise Publicly asking thoughtful, insightful questions. It positions you as someone who is constantly learning, open to feedback, and not afraid to explore new ideas – a thought provoker and idea leader in your space. In the job hunt, this quality can set you apart from others who might be more focused on offering answers than asking the right questions. So, when you’re engaging with others online or in an interview, try focusing on asking questions that spark deeper discussions. Your curiosity and willingness to learn can make a lasting impression. 3. Your personal brand is about becoming known for the right things Remember, personal branding isn’t about trying to become famous. It’s about being known for the right things – the things that align with your career goals and the value you want to offer to employers. For job seekers, this means ensuring that your online presence and interactions reflect your expertise, passion, and ambition. When crafting your personal brand, be deliberate. Think about the skills, values, and personality traits you want to highlight. 4. Be consistent and intentional The foundation of a strong personal brand is consistency. Your personal brand is built in the small, everyday actions – how you engage with your network. Consistency in your interactions helps shape how people perceive you and helps create a brand that’s memorable. If you're job hunting, it's critical to show up consistently both online and offline. This includes engaging with industry professionals on LinkedIn, contributing to discussions, and demonstrating professionalism in all your interactions. 5. Small steps to narrow the gap So, what's the gap between how you see yourself and how others might perceive you? The goal isn’t perfection, but making small, consistent adjustments that move you closer to aligning your internal brand with how you’re seen externally. It could be tweaking your LinkedIn profile, starting a blog, or sharing your expertise. What’s one small thing you could do this week to move the needle and narrow that gap? Whether it’s posting a thoughtful comment on a relevant post, reaching out to someone in your industry, or sharing a story of a recent challenge, small actions can have a big impact over time. 6. Share struggles, Not just wins When it comes to personal branding, it’s easy to fall into the trap of only sharing successes. However, some of the most credible personal brands are built on transparency – sharing the struggles and lessons learned along the way. It’s interesting to see how you handle setbacks, not just your triumphs. Embracing imperfection in your personal brand helps paint a fuller picture of who you are. Whether it’s sharing a challenging project you worked on or a time when you faced a setback and how you overcame it, these stories can help demonstrate your resilience, problem-solving abilities, and growth mindset – qualities employers are eager to see. In today’s market, personal branding isn’t just a nice-to-have. By being intentional, consistent, and authentic, you can build a personal brand that resonates with potential employers, ultimately setting you up for success in your job hunt. So, there’s no better time to start than now.