Sinead Lavery, Communications Director
The agency itch
When I worked in-house in marketing and communication roles, I was always curious about what ‘agency life’ was really like. I’d worked with agencies before – briefing them, reviewing concepts and releases – and I often found myself wondering what it would feel like to be on the other side of that relationship. I just didn’t think I’d ever be the one to make the move.
The leap
Two years on from taking that leap into the ‘unknown’, I can confidently say I’m so glad I did. But the timing had to be right – both personally and professionally. At different points in my career, I wasn’t sure I could do it. Even when I thought it felt like the right time, doubts still crept in: had I missed the boat, had I built up enough experience, or had the ‘peak’ of my career passed without me even noticing?
It turns out the 16 years I spent in local government – and the 10 years in the private sector – prepared me well for agency life.
Turns out, I was ready
Being part of a communications agency like Morrow Communications means I get to use my public and private sector experience across a real mix of clients. Switching between the two is no bother, because the basics of communications don’t change: it’s the context that does.
I’ve also been able to bring more to the table than just client work. I’ve helped improve processes, supported new business development, and leaned on the connections I’ve built over the years to open doors and start conversations.
Realising I’ve built up enough experience to mentor others has given my confidence a boost – and it’s been incredibly rewarding to see my contributions recognised with a promotion to Director level. Having a voice on the Senior Leadership Team is a privilege and a role I don’t take for granted.
The reality
The question people always ask is: what is different about agency life? For me, it comes down to a few things:
– Pace and priorities: it’s definitely faster. You need to manage multiple clients, projects, deadlines and client team members.
– Breadth of knowledge: rather than being an in-house specialist in one sector, you become a strong generalist (and there’s nothing wrong with that). You’re a specialist in communications – that’s what clients value most. Over time, you may also develop a strong specialism in particular industries or sectors such as food and drink, energy or tech, depending on your interests and skills.
– Ownership: in-house, you’re there from the very start of a project to the end. In an agency you advise, influence, and create and deliver impactful campaigns and you’re often dipping in and out of a client’s world as their priorities shift. And again, that’s okay; it’s part of how agency support works.
– Expertise and support: in-house, you’re often expected to cover a bit of everything – I’ve been there. Agency-side, you still need that broad understanding, but you’ve also got specialists around you. It’s about knowing what ‘good’ looks like and bringing in the right people at the right time.
And my final point is something I’ve always valued – variety. The chance to work across different sectors, audiences and challenges. It keeps things fresh, keeps me learning and, honestly, it keeps me happy.
If you’re feeling the itch too…
So, if you’re currently in-house and wondering whether agency life could be for you, I hope this has given you a genuinely honest insight.
Thank you to the Directors at Morrow Communications for seeing what I could bring and for backing me as I made the move.
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