THE 4A'S TRANSFORMATION CONFERENCE: NO BLAZER REQUIRED
By Pamala Buzick, WNW Business Development
So what happens when WNW goes inside a 4As Conference? Other than some spectacular food and suits, the following is a rundown of our top takeaways:
Good talent + good ideas = real engagement. In 2016, just add these two elements: speed + agility. Guess what? Clients still need their agencies and agencies still need great talent. Both are looking to reboot the system. For example, clients are now asking agencies about their attrition rate (a fancy word for staff turnover.) They want to get a feel for what kind of agency they're going to plop their multi-million account at. So, in turn, agencies are still trying to figure out ways to keep you from going to tech company with the blue letter or the blue bird.
Money, Money, Money?
Sadly, the key slide of the presentation about working at agencies was the pay gap. Tech companies are on average offering a higher salary. Like a $45k difference.(Cough.) Agencies are not laying down on this note though. We'll continue to see titles like "Cultural Officer" or "Head Coach" still roaming the halls pouring you the latest office Kool-aid. Career guidance is the strongest reason for staying! Ryan Smith can map out your Qualtrics career from beginning to end with them. They have very little turnover, because at the end of the day all of us just want to know where we stand, where we are going, and how to get there. That's invaluable. And he's the data guy!
Get Out of Your Comfort Zone
YouTube's Tara Walpert Levy reminded us (again) that our audience isn't watching TV anymore. And if you don't know these top 10 famechangers, then you might want to do your homework. (Psst, 7 & 8 don't count.)
Susan Credle, CCO of FCB, reminded us to not be lazy. Stop going for the automatic response of the top 5 names you already know. Work with new people and new companies - a la Vice. She also reminded us that if you want to change diversity levels, then you have to make space for that person at the table. Literally. She made space on the panel for R/GA's passionate Chloe Gottlieb.
And lastly, Jeff Goodby always reminds us to be in a constant state of readiness by taking a different route to work everyday. He may have been remarking on our everyday creativity, but it certainly rings true for our careers and those who hire us.