The impact of generative AI on jobs in our agencies remains TBD—my prediction is that it will make our jobs more interesting, not massively reduce the workforce—but we’ve been hearing about a seemingly unrelated shift.
Leaders across PR agencies offering different services and serving different sectors are reporting that billability is increasing among senior talent, while shrinking for junior folks. This started during COVID and was mostly attributed to the difficulty of virtual delegation.
The trend persists, and leaders report that senior-level expertise is critical to serving today’s client needs. Conventional wisdom has been that agencies need many junior people—that’s where the money is to be made.
Is this happening in your agency? If the pyramid is truly flipping, what changes need to be made?