Path To Planning: Getting Your Start In Strategy

Last year Penny Norman and I recorded a 10-episode podcast series for APG Canada about how to move into a strategy role at an agency. As part of it, we spoke to a bunch of different strategists about their own career paths. Below are a few of the big things the people we spoke to told us, and below that I’ve linked the original episodes. You can also find the podcast on Spotify as Path To Planning.

1.) Know what kind of strategy you want to do. Brand planning, campaign, research, digital strategy, channel planning, media strategy. There are a ton of different disciplines, and choosing one to focus on will help you decide on your next step.

2.) Reach out to people. Ask the strategy team at your agency, ask strategists you know, connect with other strategists online, especially if they're doing the type of work you want to do. Come prepared with relevant questions that will help you move forward.

3.) Find training opportunities. Your current agency or office probably has an underused training budget, so ask to use it for courses that will help you. Make the case that that strategy training will only make you stronger at your job even if you aren't a strategist yet.

4.) There's more opportunity at small agencies. In bigger agencies, roles are more locked in. And they are looking for specialists. Smaller agencies are more open to hybrid jobs, or more open to employees shifting roles. So: take that Account-side role in a smaller agency and make the case for the shift to strategy.

5.) Be Curious and Embrace Your Weird Side: Take on side projects, volunteer opportunities, or just dive into your own obscure interests. it will help you think differently from your peers who are learning from the same people and sources.

6.) Raise your hand: You’ll never get a job in the strategy department if you don’t show interest. Talk to your boss, or the strategy lead in your agency, and let them know you’re interested. Ask them what you need to do or learn to start to make the change. Or ask to do some more strategic work.

7.) Fight imposter syndrome. Nearly every strategist we spoke to said they doubted themselves either at some point or regularly. Just know that every other strategist came from somewhere just like you.