Client vs. Agency Side: Who Wins?

Dear marketing people, what’s your preference?

Jan 23, 2024

Agency or client-side? I've heard this conversation among marketing professionals a couple of times. It either goes, “I don't think I can work in agency anymore, I'm moving to client side from here” or “This client-side na error. It's like I'm going back to agency”.

Well, I think today is a good day to talk about it.

I got a few colleagues to share their thoughts and some ghetto moments they've had working in marketing, and it's hilarious.

E.U - Account Manager, agency

Preference: Agency. For now, I haven't gotten the opportunity to be on the client side so I can't say too much. But working in an agency is fun and tasking at the same time.

The drama that comes with working in an agency is a lot. But I guess that's what makes the work fun. One of my ghetto moments happened last year December. We did a giveaway campaign in September and the winners were supposed to get their gifts before we closed for the year.

A few days after we closed for the year - at the peak of the Christmas holidays, I got a call that the gifts should go out before Christmas. This was already 3 days to Christmas, I just told them that this was no longer a December problem, and as a matter of fact, it was now a January problem.

After a lot of back and forth, calls here and there. I sent a message across that I was already at the airport to my village for the holiday and turned off my phone. The matter was settled by January, the winners got their gifts and the client was happy. Las las, you need a touch of madness to work in an agency.

D.O: Graphics Designer

Preference: Agency. It offers the opportunity to work on multiple briefs/ideation.

That one ghetto moment: All I knew was I wasn’t allowed to present or talk with the client for a while cos I went off on one during a call.

C.A - Creative Director, agency

Preference: Client side

As one who has worked on both sides of the divide…

1. Talents work primarily on ONE brand, or related brands… Hence, you’re working with a singularity of thought.

2. The pay is higher, so is the respect for your time… little/no weekend jobs or overtime hustle.

3. Other benefits are actually paid Most agencies have Pension, Tax, etc on your gross financial breakdown but RARELY pay.

Client Side has its CONS though - Little or No teamwork, less interaction cos departments differ, etc.

T.K - Brand & CommunicationManager

Preference: Client side. It offers career growth and prospects.

That one ghetto moment: The client was already leaving the business and I intentionally did not post their democracy day creative.

T.O - Brand & Marketing Manager

Preference: Client side. It allows you to understand the brand and product better, which aids your marketing strategy.

That one ghetto moment: When I wasn’t given accommodation allowance for a 1-week’s activation. I slept on the floor all through the event.

S.J - Graphics Designer

Preference: Agency. I have not tried the client side so I wouldn’t assume it’s better.

That one ghetto moment: This didn’t happen to me, but a colleague fought with my boss's wife at work because she wanted to keep him at the office after closing hours for a meeting, even though he told her that his mum was sick at home.

A.A: Marketing Lead

Preference: Client side. It's tougher being on the agency side especially if one is unfortunate to work with cantankerous clients.

That one ghetto moment: When an agency lost out on a potential gig because their representative gave a false report & their boss didn't verify it before pulling out of the pitch. They stood a high chance of clinching the deal but due to a negative sentiment, they lost out.

For me, if I had to make a choice - I don't think I have a winner. I sincerely love working on both sides and I'll be sharing my experiences over the years.

From that first interview after NYSC that was held at a Chicken Republic somewhere in Akoka, Yaba to finding myself in newsrooms and courtrooms chasing news stories just because I studied Mass Communication, to landing in marketing, surviving the agency life, becoming a client and then becoming an agency, I’ve lived it all.

All of those experiences over the years have shaped me, and nothing takes me by surprise anymore - agency workload, toxic clients, the ‘CEO/Marketing Manager’ who wants you to execute all of his ideas whether they make sense or not - every experience makes up what it means to work in marketing.

Working on the agency side:

Even though I started out working on the client side, things got serious and my career started to take shape when I got into an agency. Life in an agency naturally increases your versatility.

Maybe I’m weird, but I loved the speed and fast-paced work environment. This minute, you’re crafting a story for a pharmaceutical brand and the next minute you’re talking real estate. That prepares you for anything!

Let’s not forget how your work rate becomes on overdrive. You’re thinking fast and churning out quality work within short deadlines. Working on 5 to 10 brands at a time, with clients constantly sharing feedback and making new demands is no child’s play. Doing that consistently for just 1 to 2 years will surely give you an edge anywhere.

There’s also the calibre of brands you get to try your hands and what it does for your CV. Over the years, I’ve had to work with global brands like Nivea, Siemens, Prime Video and tons of others.

Working in an agency surely gives a lot and I’m all for marketing newbies starting their careers in agencies if they can. I think it gets you ready.

Working on the client side

I had a culture shock when I made the switch from agency to client-side in 2021. I was coming from working on overdrive, full speed without breaks to entering a work environment where people took their time to work.

My colleagues could not understand whenever I complained about their energy. Our energies weren’t matching. Mine was constantly high, there always had to be something to do - and if there wasn’t, I made sure I created work. “You people cannot be sitting idle like that”. There was the case of a graphic designer doing 2 designs per day. 2 designs? When agency designers were creating nothing less than 15 daily.

It took some time to adjust to the slower work pace.

The wide marketing experience it offers is why I’d always love the client side. Unlike agencies where you’re a specialist, either just being an account manager or just being a strategy person or doing just paid marketing or content. You can be all of it on the client side. While some companies have better structures where you’re not an ‘Octopus’, some others will have you being a PR Specialist, Event Executive, Paid Marketing Specialist, Data Analyst, Social Media Manager, Email Marketer and more.

It also gets you familiar with the business side of things. You’re right inside the factory where the work is done, not working as a third party waiting for a client to feed you with company updates. You get to see the numbers, know how your work is influencing those numbers, and collaborate with every unit within the company - you’re marketing, someone somewhere in a department you never knew existed will always come calling.

And finally, work-life balance - you can spend your evenings and weekends on your personal life, not constantly thinking about work or a client who’s giving you sleepless nights.

Whether you currently work in an agency or on the client side, they both have their uniqueness. Enjoy every moment you spend working there. The good, the bad, the ghetto - each experience comes together to form your career story.

Till next time!

Diary of a Random Nigerian

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