Keith Grauman || VP, Group PR Director
An information science major with a passion for photography and UX design who wants to break into marketing as a brand strategist.
An aerospace engineering graduate launching into motion graphics.
A former professional dancer and hairstylist who traded in her scissors and now cuts through data to turn it into marketing insights.
What do these three traditional-agency-box-busting individuals have in common? They’re all recent grads or current broadhead interns who are bringing incredibly varied and unconventional experience to their roles, a trend we’re seeing and fully embracing at the agency.
When the box doesn’t fit, ignore the box
I became acquainted with the information-science-major-turned-brand-strategist when I was matched as her mentor through Take Flight, an externship program for college students interested in marketing and communications that seeks to foster a diverse and vibrant workforce.
Right away, I was impressed with her range of interests and skills. In addition to her studies, she was also the director of operations and a creative force behind an on-campus print and digital magazine whose mission is to empower and elevate artists of color. As a former print media guy and appreciator of all things art and culture, this cut straight to my heart.
It was when we started talking about where she saw herself landing after college and the skills she wanted to put to use in the working world that it became clear to me that our neat and tidy agency roles wouldn’t be able to contain her. And who was I to try to force her into a box? So, as we worked through developing and refining things like her resume, portfolio and elevator speech, I encouraged her to highlight the unique Venn diagram of skills and experience she brings to the table.
A collision of disciplines
A core principle behind programs like Take Flight and one I firmly believe in is that diverse perspectives and experiences in marketing make our work stronger. And this is even truer today as AI blurs the lines between traditional disciplines. Case in point: generative engine optimization (GEO). We know that AI search tools prioritize earned media coverage when seeking answers to questions, catapulting PR to the front lines of today’s most hotly contested battle for digital brand visibility.
Based on my Take Flight mentee and the current intern class that started a couple weeks ago at broadhead, I thought I was noticing a trend but I needed to validate it, so I asked the people who see more resumes than anyone else: HR. They confirmed that yes, they are seeing more young people come into the agency world with richer, more varied experiences than ever before. While there are still the candidates who chose a track early in their collegiate career and stuck with it, there is a definite trend of recent grads trying a lot of different things before landing where they feel they fit best.
But that’s about as far as the trend goes, because as people settle into their mid-career years, most become specialized in a particular discipline. This reflects my personal experience and that of most of my peers, but it’s one I want to increasingly challenge.
Whether it’s being driven by outside forces like the rise of AI or happening more intentionally on an individual level, growing into new areas and learning how to apply new skills to the same old tasks is something every marketing professional should aspire to do.
Finding your inspo
The application period for the 2026-2027 Take Flight cohort is currently open through Sept. 4. If you’re getting ready to graduate and looking to break into the marketing and communications field, I highly encourage you to apply. And to potential mentors who have already settled into their comfortable, mid-career groove, I encourage you to participate in the program. You just might be reminded of the importance of breaking out those grooves and become inspired (like I was) by the incredible talent we have coming into our industry.