Dear Agencies: Build Teams, Not Departments

But here’s the key: Don’t make any of them do it all.

When I finally wrote that CD a custom contract – no clients, no management, just purely creative work – they took the job. Years later, after I left, they were still there. Why wouldn’t they be? It was the perfect role for his talents.

The future of our industry is not to build generalist departments. It is about assembling teams of specialists who complement their strengths. Yes, it needs more flexibility. Yes, it means rewriting some HR policies. And yes, it could make your organizational chart look messy.

But the payment? The best work. Happiest talent. More efficiency. And much less super-unique, polygonal pegs that are inserted into round holes.

It’s time to stop forcing people up a ladder they never wanted to climb — don’t tell Jalen Brunson he has to play center to advance his basketball career. We build teams that let experts be experts.

The future belongs to the specialists. The only question is whether your agency will be smart enough to let you play their position.