By Various Astute Professionals
We asked the question: When choosing an agency, what is the most important factor? The results are in.
- Location (5.1%)
- Salary (2.5%)
- Quality of creative work (48.3%)
- People, your co-workers (14.4%)
- Leadership and culture (16.1%)
- Pop machine (0.8%)
According to our survey results, professionals value quality of creative work most. We asked a few professionals to comment in more detail on what most influences their choice of agency and why. Here’s what they said.
Ryan Carlson, Designer,Twin Six, Minneapolis, MN
Obviously they are all important, but for me C (Quality of creative work) and D (People, your co-workers) are the big two. I think you can combine those into FIT, finding a good fit is really the most important thing. First, you’ve gotta have some respect for and admiration of the work the agency / firm is already doing. That’s not to say that you should only look at places that have work like yours – but work that you think is good. Second, it’s hard to work with people you don’t like. It doesn’t matter to me if the place is the most top-notch shop in town, if the people that work there aren’t cool – then I wouldn’t want to work there anyway. So, find a good fit: a place that does work you respect with people that you could see as your friends.
Charlie Ross, Design Director 11below, Minneapolis, MN
When I was in school I always believed I was going to get paid a decent salary straight out of school. My soon-to-be employers did not share this belief. So really, if it wasn’t the money, then I wanted to be somewhere where I was going to be challenged. I left school thinking that I knew a lot about design. I did, until I started my first job. Being challenged allowed my work to get stronger, and eventually my portfolio and my salary started to reflect that.
I have worked at places that have challenged the way I think on a daily basis, and I have worked at places where I felt there was no one there who knew how to give me criticism, or challenge me to make my work better. (And that’s a tough place to be.) If I don’t come into work every day believing I am going to learn something new that day, or create something new that day, I eventually won’t want to come in to work.
Dana Markee, Creative Director, Freelance, Los Angeles, CA
d. People, your co-workers
I actually think, for me, this is the most important factor in choosing an agency. I have a really strong personality so it’s important for me to be around people who understand me. It’s hard to know what people will be like at an agency when you’re just there for an interview, but look around and ask questions. Are people your age? Do they dress like you? Does the environment feel good? You know where you fit in, and don’t go somewhere you don’t, you won’t be happy and neither will they.
The key is: It’s just a job. Don’t piss anyone off, you can always leave and find another one.
Susan Newbauer Young, Copywriter, Saatchi and Saatchi New York, NY
E. Leadership and culture.
When I work with a creative director that I’m inspired by and respect, it’s easier to work hard. I don’t regret the long hours or sacrifices as much- even if shit never gets produced. The whole process is so much more fun when I feel motivated and I don’t have to deal with a negative environment or office politics.
Riley Kane, Creative Diector, Mono, Minneapolis, MN
The agency culture and people are extremely important to your mental health and quality of life.
That said, I’d still vote for ‘quality of creative work’. Advertising just isn’t a very interesting profession unless you’re doing creative work you can be proud of.
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