Someone in charge of Marketing at an ad agency? That’s just crazy!

I was approached to shift into a role that may be somewhat unconventional in an ad agency- a Marketing position!

As I reflect on years past and look back at all the agencies I worked for or came across - big, medium, boutique - not one had or offered a Marketing role. Perhaps in other parts of the world where ad folks carry more clout, someone may have been assigned to such a role, but in Canada my search ran dry.

So, why not? Think of all of the top brands and all our clients who spend millions every year to make sure their brand is untarnished or doesn't compromise any of the equity it has built. Where would Nike, Apple or Harley Davidson be if they didn't inject those funds or allowed their Marketing departments to dwindle to idle like an L.A. freeway?  I'm not talking millions here, just one salary that could potentially help an agency maintain the reputation they've spent so much time nurturing.

A Marketing Director at an ad agency? Hell yeah. Someone responsible for promoting the agency through social media, industry news channels, events, conferences and panels…and who can forget golf courses. Makes perfect sense. I know what you're thinking, but this is different from a traditional business development role. This Marketing position isn't about generating new revenue (although that may organically manifest itself - especially on the golf course). This role is about more than that. I'm talking about an agency champion or advocate. Someone who will proudly carry the brand like Phil Knight and his swoosh or an athlete who wears the coveted "C" or armband. Someone who is responsible for making sure that the world perceives the agency as it intended. Who consistently monitors the message and makes sure the frequency being projected remains constant to the outside world and, more importantly, to its intended target group.

Do you consider your reputation extremely valuable? Isn't that what agencies are built on? How much of your revenue is generated by reputation? I would consider these questions very carefully because if something this valuable should be protected with a shield.

At tag, we're always looking for new ways to break through, to be heard. As exciting an opportunity as this is for me, this could very well be a silver bullet in tag's chamber.