Rachel, they’re not listening to me
She was hired from a hot-shot digital shop because of her expertise
October 12, 2012
I started my career with a hot digital agency where I thrived. Six months ago I was hired away by a traditional media agency—TV, TV and more TV—with the promise that I would deliver them into the new digital age. Fat chance. They gave me a fancy title but they treat me at times almost as a child when I propose any sort of innovative digital element to a campaign. I am younger, and I truly resent this treatment. Most mornings I feel like going into work and quitting. What's your advice?—Sign me Fit to be Tied
Welcome to the digital age. Welcome to life.
Every agency wants to be up to the minute on all things digital, or at least to claim to be.
But wanting and being are two very different things. Getting up to speed digitally typically involves a steep and often painful learning curve, and it's one many would rather put off.
Obviously, that group includes the people you are now working for.
I would not quit, at least not yet.
Here's what I would do.
Prepare a presentation for senior management in which you explain step by step just what it's going to take to make the transformation into a digitally savvy agency.
Then explain how you plan to do it.
Whatever your resentments, set them aside.
The purpose of the pitch is to persuade them that you are the person to lead them through the transition.
In effect, you are selling yourself a second time. But this time you know more about them and their issues, so you are far better prepared to build a convincing case.
Also, you are still there, so for whatever problems they have with your ideas, they still have an investment in you that they believe in at some level.
The point is, they're going to want to buy into what you are selling, no matter what their doubts.
Then open up the meeting to questions and see what comes up.
Their responses will tell you everything you need to know.
Who knows? You may succeed in breaking down the wall and suddenly everything you've wanted to do will be in reach.
Or you see ever so clearly that there is in fact no hope. You are not the person to shepherd the agency into the digital age and in fact there may be no such person.
At that point you will know it's time to look for another job at a place where you skills will be appreciated.
Keep this in mind too.
When companies are serious about change, they typically bring someone in at the very top to institute that change. When they bring someone in at mid-level or below, they may be talking change but most often it is just talk.
I say that not to discourage you but simply to say that you have a challenge ahead of you that you could not win not because of a lacking on your part but because of something beyond your control.
Fox rolls to a July sweeps victory
Who listens to the most radio? Hispanics.
Family viewing isn’t dead. It’s on cable.
‘Mr. Robinson,’ off to an early funeral
Tell us your thoughts on radio
For ‘The Game,’ one final play
OMG: Meet Tiger Beat’s new investors
On the horizon, a DVR for the Xbox
‘Wild’ matches second-best rating
Summer’s DVR winners: ‘Pines’ and ‘Dome’
UFC fight pounds the Twitter competition
Programming blog: Latest pickups and cancellations
Coming, a new way to listen to FM radio
- Jeffrey Gorder, Jane Delworth and Paula Biondich rise at mono
- Jennifer Putnam becomes CCO at Allen & Gerritsen
- Hollie Newton becomes executive creative director at Sunshine
- Katy Loria rises to chief revenue officer at Screenvision
- Marty Sartini Garner rises to senior editor at Flood Magazine
- Tasha Blasi Pannuzzo becomes SVP of marketing at Westwood One
- Oren Liebermann and Matt Rivers join CNN International
- Jenna Dewan-Tatum joins the cast of CBS's 'Supergirl'
- James Cromwell joins HBO's 'The Young Pope'
- Falk Hentschel joins CW's 'Legends of Tomorrow'
- Vivica A. Fox and Romeo Miller join TV One holiday movies
- Carla Gugino joins Showtime's upcoming 'Roadies'
This week’s top movies, songs and books
This week’s daypart ratings
This week’s broadcast ratings
This week’s cable ratings
This month’s new media traffic data
This week’s younger viewer ratings
Interactive media buyer job in Cedar Falls, Iowa
Junior media planner wanted in Austin
Assistant media planner job in Atlanta
Local marketing specialist wanted in Greensboro
Part-time media buyer job in Lake Bluff, Illinois