In 2019, I transitioned from agency life, where I had spent years mastering roles like Blogger, Content Curator, and Community Manager (fancy titles, but the coveted “Publicist” didn’t come until 2013). Though my experience in advertising had shaped my skills, moving to the client side as a Service Representative for Africa’s largest logistics and e-hauling firm felt like stepping into unfamiliar territory.
At first, I was overwhelmed by uncertainty. Questions like, “Will my years of agency experience hold up in this new field? Can I adapt my skills to thrive in this fast-paced eCommerce environment?” constantly ran through my mind.
The first few weeks were a struggle. I fixated on finding direct parallels between my old roles and the challenges I faced. This approach, however, was counterproductive. I realized that while job titles and industries may differ, core principles like effective communication, strategic thinking, and client focus remain universal. This mindset shift transformed my outlook and productivity. Within 13 months, I was promoted to Service Centre Supervisor, leading operations and client retention in a new outlet. Though my tenure was brief—I was soon poached by another marketing agency—the experience taught me invaluable lessons about adaptability.
The Ad Industry’s Unchanging Core
The Nigerian colloquialism, “Soldier Go, Soldier Come, Barrack Remains,” aptly captures the enduring nature of certain things. In the context of the advertising industry, this adage rings particularly true when considering the role of experience. While several Ad-Men and agencies may change over time in expertise, ego and enthusiasm, the core principles and challenges of advertising remain constant. This enduring truth is captured by the saying: “AdMan go, AdMan come, briefs remain.”
For Nigerian advertising professionals, this phrase underscores the need for adaptability and resilience as they navigate transitions between agencies or client-side roles. While experience in advertising provides valuable insights, each organization—agency or client—has its unique culture and operations. Thriving in these environments requires balancing past experience with an openness to new ways of working.
Is Experience a Double-Edged Sword?
Experience can be both an asset and a liability. On one hand, it equips ad professionals with the knowledge to solve complex challenges and innovate. On the other hand, it can create resistance to change, making it difficult to adapt to new cultures or systems. Each transition—whether from agency to client or between agencies—requires a process of unlearning and relearning. Success lies in shedding old habits and embracing the unique dynamics of new environments.
Seven Practical Tips for Ad Professionals
To stay relevant and thrive in the evolving advertising industry, here are seven actionable tips for ad professionals considering new opportunities or greener pastures, if that even exists:
- Embrace a Growth Mindset: Cultivate a mindset of continuous learning and improvement. Be open to new ideas, feedback, and challenges.
- Active Listening: Pay close attention to the needs and expectations of your new team and clients. Understand their perspective and tailor your approach accordingly. Every individual has a different motive, discern accordingly.
- Effective Communication: Communicate clearly and concisely. Build strong relationships with your colleagues and clients based on trust and respect. Be on the lookout for those waiting to twist your words. Clarity would be your only advantage.
- Adaptability: Be flexible and willing to adjust to changing circumstances. Embrace new technologies and tools.
- Problem-Solving Skills: Use your experience to identify and solve problems creatively. Think outside the box and explore innovative solutions.
- Mentorship and Coaching: Share your knowledge and experience with others, while also seeking guidance from mentors and coaches. Go the extra mile for these.
- Self-Awareness: Understand your strengths and weaknesses. Be mindful of how your past experiences may influence your behaviour and decision-making.
By adopting these principles, seasoned ad professionals can remain agile, relevant, and indispensable. The hack lies in embracing a growth mindset and actively seeking opportunities to learn and adapt. The secret lies in balancing past experience in advertising with a willingness to evolve and grow.
While the “barrack” of advertising may change, the enduring power of experience in advertising will always remain.
