If your business is currently growing, here’s my most valuable piece of advice:
Don’t hire junior marketers to manage your advertising campaigns.
Here’s why I don’t recommend hiring a junior marketer when your business is expanding…
A growing company faces complex marketing needs. You need high-level skills in strategy, market analysis, and campaign management.
Let’s use a football analogy.
Obviously, your goal is to win the game.
Your team has 10 well-trained, high-performing players ready for competition.
But you’re missing a goalkeeper.
Would you really put a rookie in that critical role?
Let me ask you something…
When you hire a salesperson, would you pay them €3,000 if they only bring in €2,000?
Of course not.
So why accept that logic for your marketing?
Think about it: how much more effective is a senior marketer compared to a junior?
Two weeks ago, we put two groups of junior marketers in competition. Their task? Create a B2B ad campaign for CAIRN-CRÉA.
The result? Not a single lead…
Despite generous budgets!
Conclusion: Juniors don’t generate money.
The gap between a junior and a senior is huge.
You can give a junior clear instructions and all the motivation in the world, and they still won’t get the job done.
Even if they follow the theory to the letter.
It just doesn’t work.
Sure, there are rare success stories. But in most cases, when you bring in a junior (especially through an agency) and ask them to adapt to your business… there’s a 90% chance they’ll fail.
And that’s perfectly normal.
That’s also why most marketing agencies fail: they rely on junior marketers who’ve never personally invested hundreds or thousands of euros in advertising.
A good marketer is someone who can clearly articulate your business needs.
That’s the core of marketing.
Do you know who this guy is?
That’s David Ogilvy.
In the 1960s, this legendary copywriter ran a campaign to highlight how quiet the Rolls Royce engine was.
He wrote:
“At 60 miles an hour, the loudest noise in this Rolls Royce comes from the electric clock.”
A typical ad agency would’ve written:
“The Rolls Royce engine is very quiet.”
Not quite the same impact, right?
That’s why picking the right teammates is critical.
Yes, junior marketers can bring energy and fresh ideas…
But fast-growing companies need experience, speed, and strategic thinking—qualities only senior marketers can provide.
That’s why I don’t recommend trusting your business to a junior marketer.
What’s your take on this?
I’d love to hear your thoughts!
See you next week,
Louis Korczowski PhD
Creative-led Growth – Marketing & Startups – ex-Machine Learning Researcher