Don’t Chase the Future. Shape It. The Rise of Mid-America

Zac Pritchett, TRG’s Chief Development Officer makes the case for mid-market, and middle America as a marketing growth area.

Author’s note: I recently delivered the keynote address at the AAF District 10 Next Wave Awards luncheon in Dallas, an event focused on recognizing emerging talent and reflecting on where this industry is headed.

As I prepared, I found myself coming back to conversations building across our agency, with our partners, and throughout the broader marketing landscape. Conversations about change. Pressure. Uncertainty. But also, about opportunities to grow.

This is an adapted excerpt of that talk – a perspective on key shifts that offer a more optimistic view of where our industry could be headed, and why the opportunity is closer than we think. – Zac Pritchett

When I first started in advertising in Texas about 20 years ago, the advice was pretty simple: If you want to make it, leave.

Head to New York, Chicago, San Francisco. Just get to one of the big cities. Start at a big agency. Work on a big brand. And be sure to jump around every couple of years.

That’s where the opportunity was. That’s where the best work was. That’s how careers were made.

I didn’t do that.

I stayed in Dallas. I didn’t jump around. I actually stayed at one agency that entire time. I got to work with some big brands along the way but spent most of my career with small and midsize challenger brands. Companies trying to grow, compete, and punch above their weight.

Read the full piece on Indie Agency News