"But she's a vice president," a company marketing manager gasps. "So I just assumed she was senior enough to handle this. You mean she's just a few years out of college, and probably hasn't faced this sort of issue before?"Yup, yes, you got it, and double-yes. That's exactly the case. Welcome to PR agency title inflation.
Sure, exaggerated titles in agencies have always been the norm, and generally overlooked by those in the know. Anyone who can go from "intern" to "account executive" overnight isn't an executive, but it sure looks good on a proposal or business card (and makes clients feel... for a moment... as if the trembling person across the table may just a bit less green).
So the saying goes, you can't be a vice president at a major firm without at least five years experience (yes, a whopping five years... maybe four if you show promise!).
But lately, it seems, titles are growing more and more disproportionate to actual expertise. What is a general manager when there are multiple GMs in an office? Does a senior vice president trump an executive vice president? How about the managing director title for the Brit you lured in -- equivalent to a GM, or below the junior partner?
I'm now waiting for what's to come... workgroup president, associate chief listener, senior equity partner, and I-Only-Show-At-Pitches-So-Don't-Expect-To-See-Me-Again-Owner/Player/Manager.
Title inflation is a fact of agency life. But, if you're bestowed with one of these monikers, or are responsible for handing them out like candy to needy employees at every turn, ask yourself now and again if you may not be drawing snickers (or worse, creating false confidence) beyond your agency's walls.
Good post, Mike. Couldn't agree more. Awkward is the only thing I feel and sense when I walk into a room full of VP's and Senior VP's with my 18 years of experience and measely director's title and see people that were born in the late 70s and early 80s.
ReplyDeleteJose Mallabo
Director, Corporate Communications
LinkedIn
I can appreciate a good rant. But to be fair, calling title inflation a "fact of agency life" is a bit of a generalization. You may find that at big agencies who support big budgets and therefore need to stack their staff with big titles to make clients feel warm and cozy. You'd be hard pressed to find that in smaller agencies that run leaner and thus need to have greater discretion in who they hire.
ReplyDeleteRegardless of title, experience and knowledge will win out! I remember my big day reaching VP (in 1989 -- after years in the military, EMT training, department of foreign affairs and five years at an agency and three years as a pharma lobbiest). On that same day, there was a great New York Times columm by Stuart Elliot titled: "At Big Agencies, It Ain't Lonely at the Top." My bubble burst!
ReplyDeleteSeems many are apathetic to the title inflation reality. One big issue is that without deep category/industry knowledge and the commitment to mentor, PR agencies are losing their right to serve as senior counsel to their clients. That hurts everyone! Another issue is the challenge of staff expectations for upward movement.
I remember a great "Cheers" episode when Woody and Sam received promotions instead of pay increases...welcome to TV world.
Gil Bashe
Makovsky + Company
Twitter: Gil_Bashe