Life outside London

I just want to make a few things clear before I get into this post. Which has been inspired by the very good Adgrads. First of all I do believe that the majority of the best brands, agencies and people, are as a rule, generally based in London - I'm certainly not disputing that. I also encourage anyone who is looking to break into the industry to start in London if you can.

But it's not the be all and end all and it’s not for everyone. I did my one-year placement in London and loved it. I too applied to a lot of agencies in London after graduating, without much success. The couple that I did manage to pull off were paying less per year than my final total student debt. So as much as I would of liked to have taken them, it was a financial impossibility. It would have actually cost me money to work there.

I think this is quite a big issue for the industry, I’m not sure that the pay off of working in a creative environment outweighs the lower starting salaries anymore. Agencies will also be left with a workforce from one social class. Which to me doesn’t make for the most interesting environment.

As a result I decided to stick around my hometown and find the best agency I could. I managed to get an account exec position and I haven't looked back since. Four years on I'm now a planner working across our entire group of agencies, working on everything from digital, PR, TV, to recruitment marketing. I certainly moved through the agency a hell of a lot faster than I would of in London. You could call this ‘Big fishes in small ponds’, and there is an element of truth in that, but I would just call it less competitive. You need to remember that that there is a lot of crap in London as well. With anything big and shiny, it will attract the good, the bad and the ugly.

There are some downsides I have to admit. Not everyone has the same enthusiasm as you in agencies outside London (I refuse to call it a regional agency), which can be really frustrating, but there are some very good, ambitious people here and some great brands willing to spend money with us. It is just a smaller propensity than in London.

You would also be surprised with how many people do the London thing and then move out to bring up young families in more pleasant surroundings. All our senior positions are full of people who have worked in huge London agencies, so you do learn from good people. I think it’s a myth that agencies outside London aren’t as capable, although you do have to do a bit of searching. As an example we were the only UK agency to win a Cyber Lion at Cannes last year. Not too bad.

My advice is if you can get in to London great, but if not don’t give up, it’s not for everyone and you can find some great agencies outside London if you put your mind to it. London is a tough place to start an agency career and for some it will be financially impossible to do so. So cut your teeth outside, fly through the ranks and then make the move. Just get yourself in somewhere that has good opportunities.

Not only that, if you are lucky like me you might find a place where you can go for a run in complete peace and quiet before work here


Or attempt to stand on a board after work here