Transitioning from Agency to Client-side.

With such a positive reaction to our blog 'Making the switch from Agency to Client-side', we thought we'd follow it up with an interview with someone who has done just that! After 15 years in agency, Gemma Cadwallader talks to us about how she made the transition and what it's like to work Client-side at Allianz.

What were some of the motivations behind your switch to Client-side?

I had been told for many years that the work-life balance was healthier Marketing side and it was something that I was increasingly thinking about. I had been very fortunate in my Advertising career to have great Managers that provided the flexibility that enabled me to work in an Agency whilst being a sole parent to a lively 7 year-old. However, because I was in client service this still meant that when my son went to bed I opened up the laptop and started shift two!

Between work and parenting, there was little time (usually none) to do for chores, personal admin or have ‘me’ time during the week. I swam before work to keep me sane rather than to enjoy the activity. After 15 years working at Agencies, I realised that I was ready for a new chapter within my career and a change in my home/life routine.

I decided to be open to other opportunities and when Sheryn put me forward for a three-month contract role at Allianz I leapt at the chance – albeit with a bit of coaching from Sheryn! The contract role was to deliver a major integrated campaign, something that I had done many times in the past – I just had to do it from the other side.

How did you find the transition and what were some of the challenges you faced?

I found the transition surprisingly easy. I felt able to get involved and add value from the very first week, there are a lot of transferrable skills – project management, fiscal management, strategy, people management, industry knowledge. I had always worked at Agencies that pushed the boundaries by doing new and different things so I had a lot of experience of having to find a way to do new things – I think that ‘can-do, will-do’ attitude stood me in great stead.

What would you say are the biggest differences between Agency and Client-side?

The biggest difference is being part of the end to end planning process. I thoroughly enjoy working with the business to shape the Marketing Plan. It’s good to be close to the end results – seeing the daily sales figures coming in, making plans to optimise in real-time and having access to a wealth of specialists within the business including research and insights. It’s also good working with a broad Stakeholder group to design campaigns and propositions to take to market.

Are there things you miss about working in an agency?

The free wine! I’m in a very fortunate position that I work purely on campaigns and so I am immersed in the creative work on a daily basis which I am passionate about. I thoroughly enjoyed my many years in Advertising, I met the most diverse and interesting group of people, learned so much and made many lifelong friends. I wouldn’t go back and change a thing but I’m thoroughly enjoying this new chapter.

What advice would you give others who are thinking about making the switch?

If it’s the right time for you and you think you’ve done your time in Ad Land then I thoroughly recommend joining a Marketing Team (even for a short contract) and giving it a go. I certainly found taking a three-month contract less daunting as I was able to test the waters and determine between my employer and I if I was the right fit for the role. Look at an area where you already have experience so that you can also apply industry experience to your new role. I had a lot of Financial Services experience from working on financial accounts and that helped when I joined Allianz.

I am now coming up to my one year anniversary at Allianz and I can say in all honesty that I love my job and the team of people and partners that I work with. I genuinely look forward to the week ahead. I’m challenged every day which makes me happy but most importantly so is my little boy because when I’m with him I totally switch off from work and I’m present in the moment.

If you would like to have a confidential chat, get in touch with us at iknowho, and we will be happy to share our industry knowledge, and answer any further questions you might have.

< Older Post Newer Post >

What’s the difference between freelance and contract?

By Kristina Gerdov • 01 May, 2024

Your guide to shorter term contracts in the marketing world.

Sunny days ahead!

By Kristina Gerdov • 11 Apr, 2024

When 72andSunny asked us to help them recruit a new Client Services Director to spearhead their next stage of growth, iknowho Lead Talent Partner Sheryn Small got to doing what she does best.

Top Tips for Successful Onboarding

By Kahli Fenn • 27 Mar, 2024

Did you know that approximately 80% of people that start in a role will make the decision of whether they will leave in the first few months?Yikes! Talk about pressure to get it right. It’s like they say, you never get a second chance to make a first impression. So let us help you stand out and set your employee up for success! Onboarding starts before the start date Let’s not make the mistake of thinking that once the contract is signed that the hardest part is over. What comes next is your chance to shine! 1 week before the start date - get in touch with your new recruit to say you’re looking forward to having them join the team. Include where, when, and who to ask for when they arrive. If you don’t have this detail yet, let them know that someone will get in touch a few days before to set them at ease that it’s all organised and under control. Develop a structured induction program and block time in diaries for those involved to ensure that all colleagues have this time allocated and can plan ahead. 1 day before the start date - send them a text message. A simple “Looking forward to seeing you tomorrow!” can help new starters feel welcome and will calm any first day jitters. Ensure you have all tech ready to go, including computer passwords, logins, swipe cards etc. It’s a good idea to have IT on standby too as some sort of technical issue is bound to come up. 2. The first day Ever started a new role and looked around to realise it’s a ghost town? Not a great look. Plan to have them start on a day where the majority of people are working from the office rather than from home - we know that culture is key for marketers, so make sure they experience it at its best from day 1. Energy and vibe play a big part in this. Welcome pack. Include a “surprise and delight” when they first sit down at their desk. This could be a mixture of company branded items (like notebook and pens) to a handwritten card or note from them team welcoming them. You may also like to include some added details like the best places for lunch or coffee in the area. Think about your employer brand and tone of voice and what kind of welcome would best represent your style, after all, that’s what the candidate has bought into. I once started a new role and had 3 x coffee vouchers for the best café around the corner, it’s the little and thoughtful things that leave a lasting impression. Assign them a buddy - usually a colleague in a similar role that they can shadow and ask any questions about process, systems or where the bathrooms are! The line manager may not always be available so having this person helps them feel welcomed, supported and part of a community from the get-go. 3. Employee retention How you engage in the first few months is crucial to employee retention. Just as much as it’s time for the candidate to showcase why you hired them, it’s also time for you to deliver on what you discussed in the interview process too e.g. company culture, values, management style. It’s important to set your employee up for success by setting time-bound expectations and objectives, ensuring you’re both on the same page. Breaking these down by month and structuring regular catch-ups to discuss feedback are a great way to have open conversations around performance. E.g. Expectations from months 1-3 vs 3-6. In the first month, we recommend a daily more casual check-in for junior candidates and at least weekly for more senior candidates. Having these diarised, even if short meetings, are essential to allowing open discussion and ensuring everything in on track. We know finding the right person for the role takes time, money and effort, so ensuring you have a solid onboarding process in place is a crucial element to a successful hire. By investing in a well thought out and purposeful process that reflects your employer brand, you are not only investing in your new employees but also in the long-term success of the company. As your recruitment partner, we’re here to support onboarding new hires into your business to help you get the best outcome. Keen to chat on how we can do that for you? Reach out to one of our Talent Partners to discuss.