As agency bosses Peter Horgan and Virginia Hyland say in this week’s podcast, the reason brands, platforms and publishers want to hire their talent is for the smarts, external perspective and experience across verticals, channels and technologies. The ANA’s report suggests that remaining energised – or hungry – is a challenge on the other side of the fence and Hyland alludes to the fact that brand-side work may not suit those accustomed to the agency world.

“We should be celebrating our depth and diversity. We are skilling people in tech. We are skilling them in what content works in which channel. Our knowledge is so broad that marketers want us in and out of house,” Hyland suggests.

“If marketers want to take media people in-house, great! That’s still media industry talent going in-house to marketers’ businesses and then coming back out to the media industry again.”

Listen to the podcast here.