The 3 Rules of Becoming a Boss in Advertising, From Entry Level to Global CEO
What does it really take to go from your first agency job to running one of the world’s most iconic networks?
Erin Riley, Global CEO of TBWA, sat down with Breaking and Entering Advertising to share the career-defining moves and leadership lessons that shaped her rise. Whether you’re a student building your first portfolio, a junior account exec hustling through late-night decks, or a senior leader guiding teams, her playbook applies.
Here’s what you need to know:
1. Choose Companies With a Soul
Erin’s first rule: where you work matters more than the title or paycheck.
Early in her career, she realized she thrived when she felt aligned with an agency’s mission. TBWA, for example, doesn’t just talk about “Disruption” — it lives it. Pirate flags fly in offices, and the ethos shows up in every brief.
“Not every agency has a soul. TBWA does, and my job is to protect it.” — Erin Riley
For marketers at any stage, this means doing a brand audit of your potential employer or partner. If their culture and values don’t inspire you, the grind won’t be worth it.
2. Diversify Your Skill Set
Erin didn’t climb by staying in one lane. She moved from BBH to consultancy work, then jumped brand-side at Cole Haan and Old Navy. That experience gave her a 360° perspective on what clients need, how agencies deliver, and how in-house models shift the game.
Her advice: don’t get stuck doing the same thing. Build fluency across strategy, creativity, business, and leadership. Even small moves inside your agency can flex different muscles and prepare you for bigger leaps later.
3. The Power of Staying Put
Here’s the paradox: you need to move enough to grow, but sometimes staying put is the smartest career accelerator.
Erin spent a decade at BBH and another long stint at TBWA. She explains that tenure builds credibility, gives you permission to take bigger risks, and lets you truly shape a culture.
Jumping for a shinier title can feel tempting, but the equity you build in the right place compounds over time.
Bonus Lesson: Don’t Flinch
One of Erin’s defining moments came when she was unexpectedly asked to present 90% of a Viagra pitch deck to Pfizer executives as a mid-level account manager.
She had two options: flinch or step up. She chose the latter.
“Don’t flinch. And don’t f*** it up. Preparation is everything.” — Erin Riley
Even though the pitch didn’t win, the experience transformed how her peers saw her — and how she saw herself.
Leading Brave Work Requires Brave Leaders
For Erin, the ultimate leadership lesson is simple: what you tolerate defines you.
Tolerating “just okay” work or mediocre culture will quietly lower the bar for everyone around you. Great leaders set high standards, make hard decisions, and model bravery so their teams can create brave work.
Why This Matters to Every Marketer
Students & Juniors: Focus on agency culture, not just logos. Take risks. Don’t flinch.
Mid-Level Talent: Stretch your skills beyond your lane. The pitch moment is coming. Be ready!
Senior Leaders: Bravery isn’t optional. Your tolerance sets the bar for your teams.
Listen to the Full Conversation
Erin Riley goes deeper into disruption, TBWA’s global vision, and her path from Syracuse grad to CEO. If you’re serious about building a career in advertising, or leading it into the future, this is a must-listen episode.
Watch on Spotify: https://open.spotify.com/episode/40oGmIKqjFiVuO0YQz2ZKs?si=9NzL5tikRGaP2j-9ybGDcA
Watch on YouTube: https://youtu.be/MW9hvQPZ6so
Listen on Apple: https://podcasts.apple.com/us/podcast/497-erin-riley-the-career-moves-that-made-her-ceo/id1506434104?i=1000730771750
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