‘People get too stuck on their job title’: Confessions of an agency-based creator on challenges of the creator economy

Advertising industry professionals have been eyeing the creator economy — not only to understand it for their work with clients but also for themselves, as more agency employees consider becoming creators.

Agency-based creators aren’t limited to the creative departments, either. Some employees outside of creative, like one marketing associate who works for a digital agency, have dabbled in becoming creators too. “It turns you into a hybrid,” said the marketing associate. “You’re a copywriter, you’re an art director, you’re an editor.”

In the latest edition of Digiday’s Confessions series, in which we trade anonymity for candor, we hear from this marketing associate and creator about the difficulty of the strictly-defined lanes that exist at agencies, why today’s social media landscape requires more flexibility than in the past and what she wishes the agency world understood about the creator economy.

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