Being in the business of marketing, I’ve often wondered which was the right path: is it better to be a specialist or generalist?  Throughout my career that question has piqued my curiosity and sometimes, caused concern.

For years I thought that broad topical experience makes one more marketable; more varied brands, more agencies, more diverse clientele would make a resume more appealing.  Early on, I was taught that agency hopping was the road to success.  In that context, accomplished generalists would be most in demand.

I consider myself a category specialist and marketing generalists.  My specialty? Marketing products for pets. It’s my passion. That hasn’t required agency hopping either to be fulfilled or to hone my skill set.  While my career is filled with agency experience and success related to dogs and cats, I haven’t specialized in one marketing communications discipline or medium. In fact, I would label myself as media agnostic.  I am not a one person show. 

Experience has taught me that both generalists and specialists—integrated as a team—generate the best outcomes. Marketing firms that attract both generalists and specialists and create effective integrated teams win two ways: in the generation of fantastic strategies and ideas that yield results and satisfied employees that don’t need to hop agencies to be fulfilled personally and professionally.