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Which path adds greater value to your CV, specialist expertise or broad-ranging skills?It’s one of the most important questions digital marketers face when looking to build durable, high-paying careers in a fast-paced and competitive industry:Specialist or generalist?It’s not an issue encountered exclusively by entry-level job seekers, either.Marketers of all experience tiers navigate an ongoing series of career decisions, each of which can impact not only short-term job satisfaction but long-term employee worth.Mile wide or mile deep?On the surface, choosing between specialist and generalist can seem a fairly easy exercise when weighing the two options in a basic pros and cons analysis.Specialists can, in some cases, command higher salaries because of in-depth knowledge that relatively few candidates in the market offer to employers.         They can also enjoy better job security (all other factors being equal), for the simple reason that they're harder to replace.On top of that, they can have an ‘easier’ career path in some senses, since their skill set is suited to very specific jobs. Unlike marketers with a range of abilities, they never face the agony of choice in the same way, and instead can clearly identify roles which directly match their expertise.The flip side, however, is that specialists can limit their career options to a smaller set of available jobs in general.This can reduce the frequency with which they can change jobs (if they wish to), as well as restricting the types of companies they can work for.  Most significantly, specialists are also at risk of becoming obsolete or redundant in a way that generalists are not. In the age of AI, this can be a very real concern if your specialism is something that's under threat from automation and advances in machine learning.***Generalists, on the other hand, can find job-seeking to be a more complex (and potentially more time-consuming) process as there are fewer roles for which they are a ‘perfect’ hard skills match.Additionally, employers looking for all-rounders may not have a precise idea of exactly who they're trying to hire, which can draw out interview and assessment processes even further.Naturally, the reverse is true – generalists typically have more options to choose between, and can move more freely.When it comes to pay, generalists do risk being pegged into lower salary brackets, but this is usually dependent on the depth of knowledge of each area that they master, and the overall impact they can have as a result.A ‘generalist’ who is no more than the sum of their parts (knows a little a lot) has very different worth to an employer when compared with someone who leverages their broad understanding to add strategic value and make big-impact contributions.This latter type of generalist can command premium pay packages as they offer the potential to accelerate business performance and not merely impact one component.Different flavors of specialismA key to making a more informed decision about digital marketing career development is understanding the different forms that ‘specialism’ can take.For instance, default thinking is often for marketers to view specialism principally in terms of channel – building expertise in areas such as SEO, programmatic, analytics or paid search.It’s worth keeping in mind that specialism, and the benefits it can bring, can be built in many different ways.B2B vs B2C is a great example - although many of the core tools and principals involved are the same in both kinds of marketing, the strategies, metrics and methodologies used in attempting to reach a broad consumer market are extremely different from those used to target business customers.Experts in B2C marketing can create value in their experience and skill set in much the same way a market channel specialist can.Other ways to develop specialism include aspects like business maturity – early-phase companies face different challenges from established businesses, and marketers who have proven track records of success in those respective environments have a specialism that is valuable to a prospective employer.Vertical market is another important factor – expertise in digital marketing within sports brands, iGaming, luxury retail and real estate all require unique knowledge and exposure that builds specialism in a different way.All of these (and many more) are forms of specialism that create employee value without being limited to technical channel expertise.Adapting to the environmentThe business setting in which digital marketers are building their careers also has a big part to play in answering the specialist vs generalist conundrum.For professionals in an agency environment, looking to develop a career path within the services community of digital marketing, specialism can be of high value due to the silo-ed structure of agency teams and the need for highly skilled professionals to focus on key channels for client campaigns. There is a clear career path for domain experts to climb an established career framework.In an e-commerce environment, however, a broader skill set can often be valued as an asset, given the need for teams to evolve with shifting business priorities and the high degree of interaction among online marketing colleagues. A marketer who limits their skill set to a single area can quickly find themselves overlooked for promotion due to the rigidity of what they offer.Specialization without isolationWhether marketers invest in their future worth by developing deep roots or broad abilities, a crucial part of successful career development in digital is building a robust awareness of peripheral marketing channels and comprehension of the co-dependence of elements of the overall marketing mix.In Adaptive’s article earlier this year, there was a clear consensus among agency owners and e-commerce marketing teams that candidates who fail to demonstrate a holistic understanding of the marketing process put themselves at a major career disadvantage – both at interview time and in promotion scenarios – even if their hard skills are excellent.Whether specialist or generalist, a strong fundamental appreciation of how different channels interact with each other and a curiosity to fully understand the mechanics of an integrated digital marketing strategy are the keys to laying solid career foundations.***To view Adaptive Digital’s full range of SEO jobs across Europe and North America, click here.

The digital marketing community is filled with warnings lamenting the demise of organic search – but is SEO dead, dying… or even sick?Over the past few years, digital marketing prophets heralding the end of SEO have come and gone with seemingly every new trend or development in the industry.The first perceived SEO-killer was the threat posed by the huge captive audiences of social media platforms, led by Facebook.The fear then resurfaced in reaction to social media’s ever-more-accurate ad targeting capabilities and surging user numbers.A fresh panic was triggered by Google’s Panda and Penguin updates - once more, eulogies were composed in memory of the bygone era of search engine marketing…Yet SEO persists. It’s not dead – far from it. Adaptive Digital’s recruitment team receives new inbound hiring requests from clients on a weekly basis for top SEO professionals – jobs with some of the most prestigious companies in Europe.So what’s the deal - if SEO’s not dead, why the fuss?The reality is that while organic search as a profession is alive and kicking, it is in a state of significant change.SEO itself isn’t dead (or dying), but outdated tactics are – and obsolete methods will now not only fail to make a positive impact on search rankings, they can actively harm results.Spearheading the change in SEO are several powerful drivers, and marketers who are up-to-date on the latest trends find themselves with the pick of places to work and commanding premium pay packages.Here’s a rundown of what’s topping the list in today’s evolving SEO landscape:Keywords don’t stand aloneIf SEO itself isn’t dead, then mindless keyword-stuffing of aimless content to attract search engine rankings certainly is.Google’s smarter algorithms are no longer fooled by clunkily-written blog posts and filler pages which have target keywords appearing 100 times in the headline, sub-heading and opening paragraphs.Readability, user engagement and an effective solution to the original search query will win out over keyword-dense articles every time, and rankings will belong to the pages that most effectively answer the user’s original enquiry.  Link quality mattersOld-school SEO was all about building as many links as possible to your site and watching it rise through the SERPs.While link-building is still an important component of a rounded SEO strategy, links are now far more contextualized. The authority and relevance of the sites you link to matters substantially and impacts rankings, and a crazed free-for-all driven purely by link volume won’t get the job done.Evolving SEO tactics include building relationships and demonstrating value to high-authority partners and developing a link profile which supports the overall user experience.Quality beats quantityMore pages, more content, more keywords… right?Not exactly.Though it used to be the case that more online ‘real estate’ meant more space for keyword-dense content (and therefore more exposure to search engines), bloating your site with unnecessary pages is no longer an effective way to dominate rankings.Given that Google focuses on individual pages and not whole sites, building a sprawling mass of content doesn’t necessarily help if each individual piece fails to rank highly.It’s often more effective to zone in on a few key areas and go deep in creating really standout content, rather than spread low-quality content jammed with keywords all over your online presence.User experience is the goalAlong with effectively answering queries, site content is ranked by Google based on overall user experience.This means time spent on pages, number of other site pages visited, read completion rates (how far users scroll down pages) etc.What does this mean?Site design, engaging layouts, use of imagery, a browsing experience free from cluttered ads or distracting popups, and – crucially – device-optimised performance are no longer ‘nice-to-haves’ but will show a demonstrable impact on organic rankings.From a skills perspective, modern SEO professionals need a broader ability to cater to the overall user experience instead of simply concentrating on ‘back-end’ topics and leaving the rest to someone else.There are no shortcutsPutting this all together, the net result is that SEO has shifted from a series of silo-ed tactics designed to ‘game’ search engine algorithms into a holistic effort to provide quality responses to search queries in an engaging way.To succeed online, search marketers need to outperform their competitors in all areas – it’s no longer enough to be keyword-savvy and build a busy link profile.SEO experts need to be consistently providing value and collaborating effectively with other marketing teams to ensure brand, content, design and site usability all support SEO goals.***Where does all this leave today’s SEO job-seeker? Without a doubt, there’s a renewed emphasis on staying on top of industry trends and developments, deploying the latest tactics and keeping informed of upcoming disruptions to established methodologies. With so many new factors already impacting the way online users search for and consume information – from voice search to advancing AI capabilities – SEO will continue to evolve, and the role of those who are truly masters of their craft will only increase in value. ***To view Adaptive Digital’s full range of SEO jobs across Europe and North America, click here.

Working out which digital events to attend next year? Here’s our top twelve.As we head into the last 2 months of the year, many of us who haven’t yet bolted down our conference calendars for 2019 are beginning to scramble to ensure we get approval for must-attend events before budget gets signed away.Picking the right events is always a challenge – the European digital marketing community swells to new proportions every year and new workshops, exhibitions and speaker-led events pop up alongside tried-and-tested favourites.The best events are informative, future-facing, offer valuable networking opportunities and – if you’re lucky – are a lot of fun.From our own experience and based on hours of networking with Europe’s top digital marketing professionals, here’s our top-twelve recommendation for European digital marketing conferences coming up next year.DMEXCOCologne, September 11-12Centred around a main stage with seating for over 1,600 people, DMEXCO offers more than 500 expert speakers across a wide array of digital marketing and e-retail subjects.Previous conferences have featured presentations from marketing leaders representing companies including Expedia, Contently, Sony Music and Microsoft and the event’s gold sponsor is Salesforce.2019 topics include blockchain, deep learning, voice and image search as well as a host of sessions tackling various facets of the impending AI revolution.BrightonSEOBrighton, April 11-12One of the largest and most respected natural search conferences in Europe, BrightonSEO has grown from humble origins into a staple event attracting over 3,000 attendees annually.“This isn’t an event that just tells you ‘content is king’ or ‘don’t translate your site, localise it’ and all those other conference cliches. It’s hands on. It’s detailed and it’s practical.”On the agenda for 2019 are forecasting potential ROI for organic search, Black Friday SEO, optimising search for Amazon, Walmart, eBay and non-Google native search engines and tools, tactics and algorithms for ‘game changing content.’eTailLondon, June 18-19 / Berlin, March 7-8Attended by brands including Amazon, Coca Cola, Adidas, Disney, IKEA, Virgin and BMW, eTail is one of Europe’s premier and longest-running events focused on omni-channel e-commerce. With topics on the agenda including personalization, delivery models and emerging disruptive technology, the conference examines the current and future state of online retail from the brand, distributor and tech angle.In their own words, “no commercials or egos: just hundreds of strategic takeaways on how to cut through the noise and deliver a seamless and personalised online shopping experience.”Marketing Technology ExpoLondon, March 27-28Also known as MTEX, the event brings together over 700 exhibitors and offers 500+ seminars centred on the deployment of technology to improve marketing effectiveness and improve the customer experience.Featuring keynote speakers from Microsoft, G2 Crowd, Google, LinkedIn, Salesforce, Amazon and IBM, the agenda is packed with deep-dive workshops and seminars covering marketing automation, inbound marketing, real-time personalisation, and cloud-based customer contact centres.SMXMunich, April 2-3 / London, May 21-22With the Munich event opened by keynote speaker Rand Fishkin of Moz fame, SMX focuses exclusively on search marketing and the place search occupies within the marketing mix. Workshops include advanced AdWords, user research for SEO, PPC and conversion optimisation, and building a chatbot. The event closes with a showdown on the main stage to decide the awards for SEO and SEA campaigns of the year from among nominated brands and agencies.London Affiliate ConferenceLondon, February 6-9 (Stockholm, March 27-28 / Amsterdam, 17-20 July / Lisbon, October 16-19)With an anticipated 5,000 attendees participating in the 4-day event, the London Affiliate Conference is a leading event focused on affiliate marketing strategies, tactics and technologies. With a concentration on the iGaming sector, the conference is a who’s-who of experts from the casino, poker, sports betting, fantasy sports and lottery niches, with sponsorship let by bet365.VidCon LondonLondon, February 14-17“For people who love and make online video” – VidCon is billed as the world’s largest event for fans, creators, executives and brands who are passionate about online video. The conference has three ‘tracks’ (with three pricing levels), separated into ‘community’ (fans), ‘creator’ (content creators) and ‘industry’ (corporations, brands and technology companies).Attendees feature representatives of BBC Studios, MTV, Paramount Networks and Nickelodeon.Voice Search LondonLondon, March 7With speakers from Google, Yandex and Vodafone, Voice Search focuses on the challenges and opportunities created by the shift in the way people interact with web-connected devices to look for information. The event takes a detailed look at the current state of voice search as well as offering sessions on digital assistants, optimising for voice search and how to build voice into business and marketing strategy.UnGaggedLondon, April 1-3“Honest discussion. Actionable tactics. No Cameras. No BS. If you’re done with the tired cliches told over and over again at SEO Conferences, then you’re ready to experience UnGagged – an UnConventional SEO and Digital Marketing conference that delivers real-world results.”UnGagged is an SEO and digital marketing event with a different vibe, built around a ‘No fluff and no sales pitches policy’ and promising to get down to business with ‘methods that can be implemented the next day’.Taking the format of a 2-day conference and a 1-day intensive masterclass to close, the event covers topics including technical SEO, local SEO, link building, reputation management and content marketing,SocialDayLondon, May 1-3SocialDay – as the name suggests – is all about social media marketing. Along with plenty of socialising and networking, themes include marketing to generation Z, social media and virtual reality, artificial intelligence and emerging technologies.Aimed at both agency employees and brands, SocialDay emerged from frustration with the surface-level workshops on social included at generic digital marketing conferences, and promises to provide a social-focused deep dive solution.Brands in attendance at past events have included McDonalds, Coca Cola and McVities.CMA LiveEdinburgh, June 5-6With a focus on content marketing and social media, CMA Live covers a broad range of topics including video-first marketing, copywriting and content creation, Facebook ads and viral campaigns.The emphasis is on harnessing content and technology to accelerate business growth and the event is popular not only with agency marketers and content creators but with entrepreneurs and business owners, collaborating on ideas and tactics to tell their stories to a broader, more engaged audience.E-commerce Berlin ExpoBerlin, February 20E-commerce Berlin Expo is a B2B trade fair for e-commerce service providers, making it a more targeted event than other wider-reaching e-comm conference options. Entering its fourth year and with 20 hours of content spread across 4 stages, the expo deals with products and services which enhance online retail performance.2018’s speaker line-up included representatives from Hewlett Packard, Zalando, Google, Capgemini, L’Oreal and Facebook.***(Got any US travel booked in for 2019? Check out our US-focused conference guide from Adaptive Digital’s New York office).***Click HERE to see Adaptive’s full range of job postings across Europe in SEO, Paid Search, Paid Social, AdTech, Analytics, Mobile and more.

Is your digital marketing career taking you where you want to go? Here’s how to size up your situation in just 5 minutes.Taking time to step back from the day-to-day blur of work and view our own careers through a long lens is something many of us wish we could do more often, but finding time for a deep-dive analysis is challenging for those managing busy schedules.With such a large portion of our waking hours and energies being poured into careers it’s important to feel confident that we’re on the right path and moving towards our goals.To help keep it simple, here are 10 quick questions to help you take a snapshot of your career in digital marketing.How do you stack up – are you on the right course, or is it time for a change?1. Am I learning?Personal development is one of the building blocks of a successful and rewarding career, and when other elements aren’t quite perfect the knowledge that at least you’re improving your skill set is a valuable factor to weigh in the balance.If you want to take a snapshot of your current situation, learning is a great place to start – are you picking up new skills on a routine basis, or reusing the same abilities over and over?If your job isn’t teaching you anything, it’s unlikely that it’s positioning you for anything better in future.2. Do I have clear criteria for success?To excel in any role it’s important to know where the bar is set for performance.Whether negotiating your future advancement or chronicling your achievements for your CV, everything depends on a clear understanding of what’s expected of you in your role and what constitutes excellence.Jobs which merely involve getting through the week without ‘dropping the ball’ and have no clear performance criteria can make it tricky to excel in the short term (giving you no grounds for a raise or promotion), and tough to demonstrate to a potential future employer that you delivered great results.  3. Am I being pushed?It’s never good to feel too comfortable in any position.Of course, it’s great to live stress free and to feel in control of your workload, but if you’re looking to keep your career moving forwards then you need a bit of pressure to keep you advancing.If your boss gives you too much space, or your abilities let you hit your objectives without approaching your maximum capacity, it’s a clear sign that your long-term trajectory will flatten out if you don’t take steps to change it.How can you prepare yourself for career-defining challenges in future if you’re not even giving the best of yourself now?4. Will I have advanced in 6 months?A simple way to benchmark your progress is in half-year cycles.Think about your current workload, your learning curve, the projects you’re working on, the tools you’re using and the clients and colleagues you’re working with…Then fast-forward six months, and think about what you will have achieved.Does it excite you? Make you feel proud?If yes, you’re most likely on a good track.If the next six months stretch out ahead of you with more of the same and nothing to feel motivated by, you might need to take some corrective action.5. Do I have valuable co-workers?Any self-improvement book or guide you pick up will tell you to surround yourself with people who are smarter or more experienced than you if you want to move forwards professionally.While this is usually meant in a social context (i.e. build yourself a network of successful friends and learn from them), it applies to your work environment too.Even if you don’t have any formal training as part of your position, interacting with A-players and observing how they operate can be an invaluable experience.If you run a quick check of the people you work with most closely (peers, managers, colleagues from other departments) and realize that they’re all top-performers who can help you grow, that’s an important asset that shouldn’t be underestimated. Just make sure you’re taking advantage of it.6. Do I have a strong mentor?As important as your colleagues are, it’s usually your direct manager that holds the biggest sway over your development.Sometimes - even when pretty much everything else on your career review scorecard turns out poorly - working beneath someone exceptional or inspirational can be a game-changer, and many people stay loyal to their jobs because of a great boss.If you’re one of them, you’re fortunate.However, just make sure you’re rounded and objective in your appraisal of your overall career development, and don’t let an excellent relationship with one key individual blind you to other failings that the wider company may be responsible for.7. Is someone tracking my progress?Career development is a partnership, not a one-sided responsibility of the employee.It’s helpful to step back from your day-to-day and ask yourself who else is monitoring your success, not just from a weekly or monthly KPI standpoint but from an overall perspective.Who notices whether or not you’re picking up new skills?Who cares if you’re consistently over-performing and might be ready for something new?Who’s looking at your knowledge gaps and working pro-actively to help you get better?Building a great career takes support, and it’s worth searching for an environment where your employer sees your growth as a shared investment.8. Am I on track to hit my financial goals?Most high-performing professionals break down their earnings goals into short and long term.This can be helpful as it enables you to review your current situation in two ways:In the first instance, you’re looking to see whether you have a clear financial path in the immediate future, e.g. do you know when your next pay review is scheduled for, and what your likely next salary level will be? Do you have a clear performance incentive plan (bonuses or commissions), and know what’s needed of you to hit 100%+?In the second instance, you’re thinking further down the line – Am I investing in myself by being here, and is my current role an investment towards a more lucrative opportunity in future?Answering ‘no’ to these questions is a definite orange flag and may cause you to focus on how to ensure your career path delivers for you financially as well as developmentally.9. Do I have a healthy work-life balance?Great performance usually means hard work – but that shouldn’t be all there is. An optimal career track will give you the resources and support to hit your goals, but also allow you the space to live your life outside the office and maintain other interests.When you weigh up your work-life balance, keep in mind who’s responsible for the key factors that affect your situation.If your company offers great perks, are you taking advantage of them?If you’re working exhausting hours, is that because your workload is excessive or because you’re struggling to deliver efficiently?Is any extra work you’re putting in a requirement of your current role, or an investment you’re choosing to make to accelerate your own advancement?​10. Am I happy?For many of us, this is the clincher and no appraisal is complete without a straightforward assessment of emotional wellbeing.Part of this comes from you – if you enjoy the daily components of your job and believe in the company you work for, then this should be a huge positive to take into consideration when evaluating some of the negatives on your list.The rest will come from your environment:Do you feel valued?Are your contributions recognized?Do you get on with your colleagues?Does your company have a healthy corporate culture?If you’re in a good place emotionally, that shouldn’t be eclipsed by default just because you could get a salary bump or a better job title by moving elsewhere.But In a diverse and continually-growing digital market where talent is in constant demand, you shouldn’t have to choose between a successful career and loving what you do. ,***Adaptive Digital recruits exclusively for the digital marketing sector, filling jobs across Europe and the USA for brands and agencies in Search, Social, Analytics, Programmatic, Mobile and more. To view all our current vacancies, click here.

Augmented Reality is far from new in marketing – but are we now finally witnessing a long-awaited transition from an intriguing gimmick to a sustainable means of creating tangible results for innovative marketers?Along with other innovation drivers in digital marketing such as voice and AI, augmented reality is among several much-discussed sectors which are frequently claimed to be on the verge of disrupting the way brands and consumers connect.Momentum building?Despite all the early excitement, many marketers have been hesitant to fully commit to AR – as our infographic reported recently, nearly two thirds of brands don’t currently use augmented reality in any form. However, 72% stated their intention to integrate some form of AR or VR into marketing activity this year – so the signs are there that marketers are finally ready to move from passive observers to active experimenters.The resources to explore AR more freely are certainly developing rapidly – Apple’s ARKit and Google’s ARCore both offer developers the tools to create immersive experiences that combine digital data with the surrounding world.Google’s ‘experiments’ section also highlights multiple creative AR implementations, many of which offer versatile concepts that tech-savvy marketers can expand on to develop brand applications and campaigns.AR-focused agencies are also thriving, with heavyweight players acquiring capabilities in the space (such as WPP’s purchase of Within Unlimited) and independent boutiques growing rapidly.AR vs VRAlthough Facebook made headlines with their $3bn purchase of VR company Oculus, it seems to be augmented reality that is pulling ahead when it comes to marketing uptake. Chief among reasons is the dependence of most VR applications on bulky headset technology and the absence of user-friendly hardware to enable the experience. With ‘smart’ glasses still facing pricing, durability and battery-life challenges, it’s mobile devices which have taken centre stage and seem set to dominate for now.AR Marketing Use CasesAmong the many brands that have dabbled with augmented reality features, we have witnessed a wide range of approaches, each using technology in a different way to reach marketing goals:Iconic shoe company Converse launched an AR app as far back as 2010, allowing consumers to virtually try on different colours and styles of shoes. The app allowed social sharing as well as direct purchase.Paint manufacturers Dulux built an app to allow shoppers to virtually explore colour options in their homes before deciding on a paint for decoration.Furniture e-retail giants Wayfair created a way for customers to experience potential product purchases in their homes, ensuring colour and size matches with existing décor and space dimensions. Competitor IKEA also offers a similar tool to consumers.Cosmetics brand Sephora gave makeup shoppers an AR-powered way to experiment with new styles and colours, via an app that allows the user to virtually test lipsticks, eyeliners and other produces from their makeup range.Bombay Sapphire gave a new lease of life to their legendary blue glass gin bottles by enhancing labels with interactive AR content, providing customers with access to not only a stunning visual experience but recipe suggestions and more.Into the future?With an abundance of trial and error stories to build from and an increasing level of commitment from marketers to take the plunge into AR, there are some clear trends which emerge from the past few years of experimentation which are likely to shape the course of AR deployment in future:Novelty is not enough – unless creating a one-off showpiece campaign like VISA’s augmented reality stunt a few years back, marketers are faced with the challenge of ensuring that AR integrations provide genuine value to the customer, and are not simply over-complicating the delivery of basic product information. Novelty for its own sake may create a buzz, but will not build the long-term loyalty to make AR a sustainable tactic.Product interaction is key – AR experiences which bring the user into closer contact with products and purchase choices predictably deliver superior ROI, which has been a major driver behind the success of augmented experiences in retail. Apps which allow customers to interact with items, compare options or browse accessory purchases have the potential to out-perform those which are based around brand awareness or visual experience alone.AR truly is just getting going – along with the examples listed above, the opportunities for augmented stoytelling, data presentation, e-commerce and consumer interaction remain vast. AR no longer belongs only to mainstream retail, with potential being harnessed by diverse sectors including journalism – as the NY Times demonstrated with their recent attempts to bring their audience closer to the story. As other industries awake to the potential of AR, expect a rise in innovation, investment and a wealth of new ways to enhance the digital consumer experience.Adaptive Digital is a recruitment agency specialized in digital talent and career opportunities. You can check out Adaptive Digital’s full list of digital marketing job throughout Europe and North America here.

Working as a recruiter specialized in the Digital Marketing Sector, perhaps the most frequent piece of advice I’m asked for by candidates is whether to focus their careers on the agency side of the sector or build their careers within corporate ‘in-house’ marketing teams. It’s a choice many digital marketers make, and there are a lot of factors that weigh in the balance. There’s no one-size-fits-all answer, but there are some interesting positives and negatives of careers on both sides. I advise candidates to choose based on their individual career needs: learning new skills, adding brands to their CV, working with different budget sizes, increasing versatility or gaining rapid promotion.