B&T Poll reveals agency staff stuck in a rut

B&T Poll reveals agency staff stuck in a rut
B&T Magazine
By B&T Magazine
SHARE
THIS



A majority of adland feel that they’re stuck in their current role and not sure how to progress in their career.   

Over 500 people took part in B&T’s online poll, which asked ‘Are you happy with your career progression at your agency?’

The results showed that just 24% of respondents said “Yes, I’m where I want to be”, while 58% said “No, I feel stuck and am not sure how to move up”. The remaining 18% said “Not yet, but my employer is supportive and I am planning my next move”.

“It’s a concern that people are feeling stuck,” Margaret Zabel, Communications Council CEO, told B&T.

“If you're just focued on moving up you’ll always be disappointed, because there are less and less roles out there. I think the question should be more around whether people feel that they’re learning and developing in their role. If people feel stuck that tells me that this may not be happening, which is a concern,” she added.

Zabel thinks there needs to be a bit of reframing done for staff by agency management to find out why they feel they’re not achieving in their role in terms of career development, while she also pointed out that people can be impatient early on in their careers, not spending enough time focusing on the experience they’re gathering in the role and on the results they're delivering.

She also believes that there’s an issue around proper management training, particularly for young managers parachuted in to senior positions but not yet equipped to deal with certain problems.  

"There are a lot of young managers in this industry, with not a lot of focus on their professional development," said Zabel.

“First time leaders are at a very high risk of failing. They really do need proper training because a lot of what they do is not learnt skills, such as how manage people and how to anticipate issues. They often don’t have the self-awareness of their own impact on people. So at the early stage, it’s important to have leadership training for them about how to help staff."

Adam Ferrier, founder & global head of behavioural science at Naked Communications, who said he wasn’t surprised that over 50% of respondents feel stuck, believes most agencies around town still have an arcane primed structure.

"In creative and media agencies there are lots of juniors managed by progressively fewer seniors,” said Ferrier. “A head hours business model means getting lots of cheap people to do lots of the work with a margin on top.

"Therefore as people get more experienced there is nowhere for them to go or grow. This will continue to be an issue until different business models within agencies are developed that don't rely so much on the head hours charge out model.”

Anthony Gregorio, group CEO of Havas Australia, said that he wasn’t that surprised by the poll result, stating that the fact some 42% know exactly where they are going can be viewed as a “pretty good result”.  

“I bet big corporates would dream of a result like that,” he said. 

Gregorio added that any good agency understands that its people are the crucial difference between doing well and not.  “Any business that doesn't manage their people well is heading for disaster,” he said, adding that “the reality is some agencies do a better job than others”.

Elissa Good-Omozusi, GroupM’s chief HR & talent officer, said that if agencies are to stem the high churn within the industry, they must now – more than ever – pay constant attention to career paths of their key employees and keep illustrating the growth opportunities available to them.

“And if agencies are part of a global network like us – how we can help these employees navigate their career path across our worldwide operations,” said Good-Omozusi.

Feeling stuck in your role at your agency and not sure how to move up or your next move? Why not contact us (anonymously or otherwise) and tell us your story. You can email jessica.kennedy@cirrusmedia.com.au

Please login with linkedin to comment

Latest News

“Simply Disingenuous!” Coles Challenged Over Its Decision To Phase Out Its Printed Catalogue
  • Marketing

“Simply Disingenuous!” Coles Challenged Over Its Decision To Phase Out Its Printed Catalogue

The Real Media Collective (TRMC), the Australian industry association representing the interests of companies in the paper, print, publishing/media and related distribution sectors across Australia, has challenged Coles Supermarkets for using the environment as a reason in its announcement today outlining its plans to cease sending catalogues to Australian homes from September. In the announcement, […]

Major Stars Including Kerri-Anne Kennerley & Tim Bailey To Go As 10 Announces Major Restructure
  • Media

Major Stars Including Kerri-Anne Kennerley & Tim Bailey To Go As 10 Announces Major Restructure

Network 10 is set to undergo a massive restructure, leaving a number of high-profile journalists out of a job, including Kerri-Anne Kennerley, Natarsha Belling and Tim Bailey, B&T understands. As first reported on The Sydney Morning Herald, the restructure was announced to staff on Tuesday. As part of the restructuring, the presentation of the weekday […]

Recommended

by B&T Magazine

B&T Magazine
The Alcohol & Drug Foundation Team With Dee Madigan’s Campaign Edge To Tackle CV-19 Drinking
  • Campaigns

The Alcohol & Drug Foundation Team With Dee Madigan’s Campaign Edge To Tackle CV-19 Drinking

Alcohol & Drug Foundation (ADF) has launched a new national health campaign with Campaign Edge aiming to tackle COVID-19 drinking. Funded by the Australian Government, Break the Habit reveals that it takes only around 66 days to form a habit – roughly the same amount of time many Australians spent in lockdown. It’s a fact most Aussies are […]

How To Get Out Of A Cashflow Crisis
  • Opinion

How To Get Out Of A Cashflow Crisis

Paul Roach (pictured below) is a business strategist and coach who has worked with hundreds of SMEs across many industries to supercharge their cashflow. Roach is also author of the book Smarter Business Stronger Cashflow. In this guest post, Roach gives his top tips when the cash taps start to be turned off… Cashflow is like […]

One Daydream Expands Into Alcohol Category
  • Marketing

One Daydream Expands Into Alcohol Category

Sydney and Melbourne based PR, Talent & Digital agency One Daydream has extended its client portfolio to include alcohol. The category expansion comes as One Daydream joins the agency roster of Pernod Ricard, working on a project basis to manage strategic PR and digital campaigns. The global drinks group boasts one of the most comprehensive and prestigious […]

Modern interior with furniture and creative business sketch on wall. Success and solution concept. 3D Rendering
  • Media

Commtract Appoints New Business Development GM

Commtract today expanded its marketing, advertising and digital offering in response to a growing number of CEOs outsourcing to ‘gig-workers’ amid COVID-19. According to new research, 40 per cent of Australian CEOs are planning on outsourcing to freelancers in the contingent workforce. Commtract, which launched in 2016,  has more than 4,000 communications experts on its platform, and has already placed over 800 roles. […]