If you’ve been perusing marketing job applications, you’ve probably noticed that the majority of available jobs fall into two categories: in-house or agency work. And while you’re probably clear about what each of those is, you may be unsure about what exactly that would mean for you, your responsibilities, and your marketability as a marketing professional.
In this article, we’ll dive into the details of working at both an agency and an individual company, clearing up any doubts you may have and (hopefully!) helping you paint a clearer picture of which is the best choice for you.
Working in a Marketing Agency
If you’re working in a marketing agency, you will most likely be spreading yourself across various clients–the exact number will depend on the size and reach of the agency. In addition, depending on your expertise and level of specialization, you might be handling the same tasks, such as content marketing or SEO optimization, or your responsibilities could vary, depending on the clients and their needs.
Those working in an agency will benefit from the following:
A wide range of specializations to add to their resume: because the vast majority of agencies take on clients from various sectors, working in different specializations will help you diversify your resume and get experience in new sectors.
Availability of complex tools: because marketing agencies are working with multiple brands at once, they usually have complex and useful tools at their disposal that may be too expensive for an individual company to take on. Getting to use these tools will not only be great exposure for you, but also help you to perform more effectively.
Constant shifts and changes: if the idea of a new challenge always presenting itself is attractive to you, then agency work is definitely for you: because the clients are ultimately in charge of what you’ll do and the campaigns executed, you’ll be constantly shifting your expectations and goals to meet those set by the client.
Working In-House Marketing
For those considering in-house marketing as their next career step, there are also a lot of benefits to consider:
Experiencing the entire marketing process from start to finish: as an in-house marketing expert, you’ll be part of the entire marketing funnel–the initial project brainstorming will include your team and you’ll have more freedom and space to create throughout the process.
Focusing on a specific sector: part of working in-house means you’ll become intimately familiar with the brand, its goals, its audiences, and what it offers. Instead of focusing on just one product or service as you would at an agency, this role allows you to dive deeper into the product, learn more about the sector, and ultimately better understand the entire marketing process.
Exploring various marketing roles: within an in-house setting, it’s likely you’ll get to try your hand in diverse marketing specialities, even if you haven’t yet had the chance. This opportunity provides valuable insight into where you’d like your career to go and experience in areas you otherwise wouldn’t have seen.
Both seem to carry their own advantages, right? That’s because they do! But since we’re here to help you determine which is the better choice for you, we’ve created a helpful this vs. that so that you can see where you best identify and make the right choice.
In-House Marketing vs. Agency Marketing
You like trying new things, but don’t want to spread yourself too thin over too many different sectors.
Verdict: In-house marketing
The fear of spreading yourself too thin is a common one for those who choose in-house marketing agencies; you’ll be able to focus on a specific area without losing the ability to discover new areas of marketing and expand your skill set.
You’re not sure where you want to start in marketing and want to see what it’s like to work in different sectors.
Verdict: agency marketing
The best thing about working at an agency is that no day is the same and you’ll constantly be switching between clients, allowing you to diversify both your day-to-day and your experience, providing you with many opportunities to figure out exactly where your interests lie.
You want to lead your own projects and have final say on campaigns.
Verdict: in-house marketing
If setting your own goals and having the space to let your creative juices flow is important to you, in-house marketing may be the right choice. Frequently within agency work, you are working at the whim of the client and have to go along with what they say; however, there are client/agency relationships where you’ll have more control. If you are looking for more space to create and more agency over your work, in-house is definitely the environment for you.
You know what you love and you want to specialize in your exact area of expertise.
Verdict: agency marketing
Because agencies typically have large teams with experts in even the most niche categories (whereas at in-house, you’d be wearing multiple hats), you’ll get to focus all your efforts on your specific area, whether that be SEO optimization, lead generation, email marketing, or copywriting.
Choosing between agency and in-house marketing depends on your personal preferences, career aspirations, and work style. Both paths offer unique benefits and challenges, whether it's the dynamic, fast-paced environment of agency work or the focused, deep-dive approach of in-house roles. By understanding what each option entails, you can make the best decision for your professional growth and find a path that not only plays to your strengths but also fuels your passion for marketing.
If you're looking to break into digital marketing or enhance your expertise to excel in either path, Ironhack's Digital Marketing Bootcamp can equip you with the knowledge and skills needed to thrive in any marketing environment, helping you gain the confidence and experience to pursue your ideal role.
About the Author: Juliette Carreiro is a skilled content creator with over five years of experience in SEO, content ideation, and digital marketing strategy. She has spent more than two years at Ironhack, where she developed in-depth articles on topics ranging from career growth in tech to the future impact of AI. With expertise across tech, hospitality, and education industries, Juliette has helped brands like Ironhack engage their audiences with impactful storytelling and data-driven insights.
