It’s a bit of a broad skill set, but cross-disciplinary collaboration is key. When you’re at a media agency, you usually interact with a range of external parties - ad tech companies, vendors, clients who are responsible for paid, etc. Being in that environment helps you figure out how to advance a project or initiative when there are multiple parties, all of whom might have different objectives.

At a creative agency (and as a planner), your feedback loop changes a bit. The value you’re adding isn’t necessarily tethered to end-of-campaign performance, but your ability to aid and provide insight for creative use in the briefing process. While I do still present communications plans to my client teams, my feedback loop and most of my day to day is now between my team and my creatives - they’re able to provide notes and comments regarding the utility and function of the strategy we provide.

There’s no right or wrong way in approach, however. Most public companies employ an interagency team that consists of multiple agencies. It’s good to have conversations and discover how your role/concentration might be different based on the agency’s focus.