Hey there, soon-to-be marketing grads. First off, let me say: I see you.
It’s almost April, which means that very soon you’ll be leaving the comfort of school for the (potential) discomfort of finding a job in the ‘real world’. And you may be wondering, in the age of AI, is the real world even real anymore?
Breathe. I know it feels like the world of marketing is an ever-shifting landscape that can leave you dizzy. You’ve got your degree, you’ve got the passion, but the industry seems like it’s moving faster than you can blink. Don’t worry, I’ve been where you are, and after nearly 30 years in the biz, I can share a few observations from my experience watching new grads enter the market every year.
Now, before I go any further, let me tell you this: You're going to be OK. And here’s why: despite all the uncertainty in the marketing world, there are some constant truths that will help guide you through the maze of job hunting. Here goes:
Agency VS Client Side: Choosing Your Path
Ah, the age-old debate. The allure of working at an agency is strong. Cool offices, foosball tables, beer fridges, and a group of young, energetic people working together on exciting campaigns. It seems like the place where you can be yourself, right?
Then there's the client side: Stability. Routine. The steady hours, the deep brand knowledge, the kind of work that’s crucial to the backbone of any successful brand. It’s a bit more buttoned-up, but it comes with its perks.
Let me put it this way: I can’t tell you which side is “better” for you because there’s no one-size-fits-all. And you know what? That’s OK. When you graduate, not knowing which path is right for you is totally normal.
And here's the thing: Both sides of the business value each other. If you can work on both client and agency sides during your career, trust me, you’ll be seen as a well-rounded marketer. It’s a win-win.
But as you step into either environment, make sure to take a good look at the brand and culture you're entering. You want to make sure it aligns with who you are and what you want to achieve. After all, if you’re going to spend 40+ hours a week there, you’d better enjoy it.
Get Out There
If you’re anything like I was (and probably most of us), the thought of networking can feel, well... awkward at best. It’s easy to feel like you’re bothering people or trying to get something out of them. But trust me, the networking game has changed a lot in the last few decades, and coffee chats don't always need to include coffee anymore (though I’m a sucker for a good latte myself).
Here's the deal: Get out there, introduce yourself, and ask questions. Whether it’s a face-to-face coffee chat, attending virtual events, or popping into industry meetups, every interaction you have is valuable. These are the moments that can help you build relationships that lead to opportunities down the road.
Think of it as a two-way street: You’ll learn from others, and you’ll give them a sense of who you are and how you could fit in their world. Coffee chat or not, it’s about building a connection and learning from the people who’ve been where you are now. And, I can guarantee that whoever you’re talking to broke into the business in the same way and they see these chats as an opportunity to pay it forward.
All Experience is Good Experience
Here’s a lil’ nugget: Experience is experience, no matter where it comes from. I’m talking internships, side projects, freelance work, or even volunteer positions. A lot of recent grads I talk to think they need to wait for that perfect job offer, the one that’s going to change their life. But here’s the thing: experience is cumulative. Every project, every little role you take on—those things are going to teach you something. Even if you may not see those lessons in the moment.
Remember when I said I started off doing a lot of the same things you’re doing? Well, I didn’t have a “dream job” to step into. I took opportunities as they came, whether it was helping out on a small project, brainstorming for a client, or just getting my hands dirty doing whatever needed to be done. That’s how you grow. And trust me, no one’s going to look at your resume and only pay attention to your formal marketing experience. They’ll care about what you can bring to the table.
So, embrace the messy and chaotic start. The rest of your career will be much smoother because you’ll have already built up a toolkit of skills, and maybe a few funny stories, along the way. I worked at Those Little Donuts at the Calgary Stampede and was invited to travel with the organization to fairs all over Canada. I declined, but I often think about what Carny life would have been like!
Embrace the Change
Marketing is in a constant state of flux, that’s no secret. But here’s the thing—change is good. It’s easy to feel overwhelmed by the fast pace of new tools, platforms, and trends. You might feel like everyone around you knows something you don’t—and often, they do. Just when you think you’ve got it figured out, the game changes. The key to staying ahead is staying humble and curious. Your ego might want to convince you that you’ve figured it all out, but curiosity will serve you far better than ego ever could. Embrace change, keep asking questions, and never stop learning. That’s how you stay ahead of the curve in a world that’s always moving.
I’ve lived through the rise of social media, the explosion of digital marketing, and even a few major recessions. And guess what? Each time the world shifted, so did I. And you will, too. It’s how you adapt that matters. So get your hands dirty and understand how AI is changing the industry and how you can use it to build on your education and experience. Go ahead, use Claude Code to build a website for your dog. If you stay hungry, continue learning, and stay open to new ideas, you’ll be just fine.
Stay on Top of the Industry
There are many great industry associations and websites that profile what’s happening in the industry. In Canada, subscribe to Strategy Daily or check out Campaign Canada to learn about new campaigns, new client wins and industry news. The field of marketing is probably the most entertaining to continue to learn about. Also, go out and volunteer for your local marketing or advertising association – they always need people to help out at their events. And, by volunteering, you’re putting yourself in a room with industry decision makers. Exactly where you want to be.
Final Thoughts: Eyes Wide Open
The marketing world can be a tricky place to navigate. There are moments of confusion, frustration, and uncertainty. But with a bit of perseverance, a lot of curiosity, and the right attitude, you’ll make it through. It won’t always be smooth, but then again, it’s the bumps along the way that make the journey interesting.
So go ahead, take that first step, even if you're not sure where it leads. Ask questions, book a coffee chat, embrace your weird self, and know that all experience is good experience. And when you do land your first role, make sure you’re ready to dive in and learn from everything around you. Because, believe me, there’s always something new to learn.
Good luck, and remember, you’ve got this.
About the author:
Rob Fairhead is Partner and Chief Strategy Officer at ZGM and plays a crucial role in providing strategic input at the channel planning and messaging hierarchy stage of new campaigns while also managing the agency’s account service, PR and media teams. Rob manages the stewardship of key client relationships at ZGM, ensuring the team strives to swing for the fences and exceed client objectives and expectations on every job the agency works on.