Agency or in-house? That is the question…

As reported in our most recently published blog, The Works Search 2022 Annual Salary Guide revealed that PR specialists are now a staggering SIX times more likely to want to move in-house than join an agency.

Just what is the big appeal of an in-house role? Is it really that much better than working for an agency? Professionals frequently ask us which is the best option for their career in corporate communications – should they go down the route of an agency role or should they opt for in-house? For many people, both agency and in-house offer different challenges and experiences. Ones well worth pursuing.

We asked PR and Communications Senior Advisor Charles Ansdell to share his thoughts on the topic. Charles’s impressive background and experience covers both in-house and leading international PR agencies, and spans four continents no less! What he has to say is worth reading – and heeding.

The day-to-day reality of each job matters most, but in my experience, there are important differences between in-house and agency roles.

In-house

In-house communications teams are specialist functions within wider organisations. This has positives. It exposes you to the matrix of different departments and stakeholders, and deep understanding of how organisations work, make money and interface. You work on truly integrated projects that involve all aspects of the organisation.

There are challenges too. Depending on structure, communication functions may have limited influence. Building sustainable and long-term relationships with your internal stakeholders is vital. You only have one ‘client’ and it’s essential to navigate internal challenges carefully.

Career progression in-house may be limited by organisational structure and hierarchy; that said, there are normally options for growth and development that go beyond pure communications.

The largest global communications agency currently generates annual revenue of less than $1 billion; the top 100 global listed companies all generate more than $85 billion in annual revenue. For those looking for the benefits and resource that the largest organisations offer, in-house may be an attractive option.

Agency

Agencies offer the opportunity to work with diverse clients facing distinct challenges. You learn different practices, and work is varied, interesting and creative. You may have access to senior stakeholders without the organisational structures that in-house teams may face.

The commercial pressures of agency life – impressing clients while balancing fees against time is challenging. Agency life is fast-paced – you must pick up concepts and understand businesses rapidly, often juggling several clients. However, this is part of the attraction.

Agencies often operate hierarchically, with a clear career path; progress can be rapid but may be more limited for those working in specialist or niche fields.

It’s critical to remember that agency roles are commercially focussed – especially as you ascend the ranks. Winning business, managing Profit and Loss, and growing revenues are key. Understanding agency KPIs – fee income per capita, staff costs to fees ratio, net margin – is vital for success.

So which is best?

In my experience, both offer important but distinct career benefits; in-house gives you in-depth understanding of how businesses work and how internal functions interact, while agency gives you access to the best practice and creativity of a broad roster of communications specialists. The best option is to gain experience in both.

Thank you for your valuable insights, Charles.

Now that Charles has explained the main differences, you might still be pondering which choice is the perfect one for you. Ultimately, the decision is yours to make, and we can’t choose for you. Every person is different. Some people will prefer the perks of working for an agency while others are best suited to in-house. If you prefer a fast-paced workplace where no day is the same, then the variety of an agency may well be ideal for you. However, if you like the consistency and slower pace of specialising in a company’s communications function, choose in-house.

If you’re still unsure, why not try both? At the end of the day, the principles of corporate communications remain the same, and your role will operate similarly no matter where you work. With experience in both workplaces, you will have a good understanding of what you like and what you don’t like. Our advice is don’t be afraid to switch between both in-house and agency roles so that you get the best of both worlds. It worked for Charles. Perhaps it can work for you too?

Best of luck with your decision making!

Charles Ansdell has worked extensively across both in-house and agency communications roles for 20 years. He specialises in complex special situations and currently works as a Senior Advisor in the Middle East.

For a free download of our full Annual Salary Guide 2022, click here.

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