Agency specialization is on the rise as clients are looking for partners that have an in-depth understanding of their business. Other agencies may focus on a certain type of advertising - like interactive, television or direct mail. Within most any agency, you have several professional disciples including account management, creative, production, traffic, public relations, media and accounting. The American Association of Advertising Agencies has detailed information of each department and the general skill sets required. Collaboration is particularly important in advertising.
Many talented brains coming together usually yield more ideas than one.
For instance, our strategic planners will involve outside industry experts to get a fresh perspective on a client's business. We've invited anthropologists to better acquaint our staff with new consumer trends. Within the agency community in Baltimore, we have called upon our colleagues to work together in raising the caliber of creativity in Baltimore to attract more national clients. I'm also a big believer in professional associations. Playing an active role in a variety of advertising and hospitality marketing associations has exposed me to new ideas and concepts, which have greatly broadened my capabilities.