The Power of Fresh (New) Eyes: The Junior Strategist Advantage
Starting as a junior strategist in an agency can feel like stepping into a vast, uncharted landscape. The traditional expectation is clear: become the team’s research guru. Master the art of transforming dense reports into insightful summaries that save time and offer insights into where and what our clients need from experiential marketing. But in today’s world, where AI tools can perform this task in seconds, what’s left for the rookie strategist to bring to the table?
The answer lies in perspective. Far from being a disadvantage, Amy found a lack of entrenched experience can open doors to fresh thinking, innovative ideas, and a closer connection to the audiences we serve.
“Like many of us starting out, I assumed the path would begin with proving myself as the research master, sorting through endless reports and transforming piles of data into digestible insights. And while that’s still an essential skill in strategy, I’ve come to realise I’ve got a whole lot more to offer at this particular stage in my career.”
No Rules, No Limits
One of the biggest advantages of being new to the strategist role is the absence of ingrained methods. Without years of "how things have always been done" weighing them down, junior strategists have the freedom to challenge norms and explore unconventional paths.
For experiential marketing in particular, this lack of preconceptions is golden. Creating unforgettable brand experiences requires an open mind and the courage to think differently. When no 'rules' dictate the process, ideas flourish, sparking the kinds of memorable moments that stand out in crowded markets.
This is where being new is more powerful than it seems. Fresh eyes don’t yet know ‘the way things have always been done’ says Amy.
They come without assumption.
Gen Z and the Seamless Experience
For a young gen z strategist there’s an additional edge: an intuitive understanding of today’s blended digital and physical worlds. Gen z doesn’t see a boundary between online and offline; experiences naturally flow between the two.
“Being new to the role also means I’m closer to the mindset of our audiences. We move seamlessly between the two realms. This gives us an intuitive grasp of what grabs attention in both and a sense of what feels genuine. This intuitive understanding is vital in experiential marketing, where the goal is to create real-world moments that connect on a deeper level. It’s not just about flashy brand activations; it’s about crafting experiences that feel like they were meant to be part of the world, not imposed upon it.”
The Magic Happens Between Freshness and Mentorship
Perhaps the most powerful tool in a junior strategist’s arsenal is curiosity. Lacking years of experience might feel intimidating, but it can also fuel a willingness to ask the questions that others potentially don’t.
“I might not have years of experience in strategy, but I have a willingness to ask what may appear to be the ‘obvious’ questions. In reality, these questions are often not so obvious, and they can lead to some of the most powerful ideas.”
Experience, of course, remains vital.
“When I’ve asked, ‘why are we doing it this way?’ It turns out that, especially in experiential marketing, curiosity can be just as crucial as expertise.”
Senior team members bring wisdom and insight, steering projects away from pitfalls and offering mentorship that accelerates growth. But when paired with the fresh perspective of a junior strategist, the result is a powerful combination: bold questions, untapped curiosity, and steady expertise.
Embrace The Junior Superpower
In a world overflowing with data and instant insights, it’s not just about knowing things anymore. For any young strategist starting their journey, embracing their 'newness' might just be their biggest strength.
“In a world where data and knowledge are just a click away, I’m learning that the real differentiator is how I use my unique position to ask the questions no one else is asking. And that’s a skill worth embracing.”
