One of the best parts of working for Adlucent is making connections within the digital marketing world. We have the chance to attend innovative industry workshops, present our thought leadership at conferences, and even visit our sister companies under Advantage Solutions to share our knowledge, glean new insights from peers, and improve our agency. In February, as a Paid Social Account Manager from Adlucent, I visited Upshot, our sister creative ad agency, in downtown Chicago.
Founded in 1994, Upshot is a full-service creative agency with well-known national clients like Hershey, P&G, Starbucks, and New Balance, and the agency “creates brand excitement” for these brands. Upshot’s staff of designers, copywriters, project managers, creative directors, data analysts and account managers all collaborate efficiently to show off these brands in unique ways that help them stand out from competitors. They aim to do marketing differently, and they represent a creative edge for the Advantage Marketing Partners family.
Adlucent’s Experience at Upshot
During the visit, I spent much of my time shadowing Upshot’s social media team as they reviewed new client marketing briefs and got into their projects. I sat in as the team developed insightful brand personas, as well as organized and executed photoshoots. I was along for the ride as the experts at Upshot supported their clients’ organic social media and community management, analyzed their paid campaigns and strategies, and delved into deep social analytics. We also managed to squeeze in some cool local activities like attending a Bulls game and eating deep dish pizza.
Upshot's social media team, like Adlucent’s, exhibits an inspiring get-it-done mentality. But, although Adlucent and Upshot are sister agencies, I observed some notable differences, too. For example, Adlucent focuses more on performance, while Upshot’s focus is on creative. And although, as a boutique agency, Upshot’s typical monthly ad spend is around 10% of Adlucent’s, their creative concepts and offerings are extremely impressive.
Advantage Marketing Partners: Better Together
My biggest takeaway is the importance of collaboration, like connecting Adlucent’s performance-minded organization with a creative mindset. This experience has inspired the Adlucent team to continue working together across departments and to continue growing our creative services.