Must have agency experience is not the filter you think it is. We tagged all 26,
By George Barnett Reid 👀 · October 15, 2026 · Curated by George's Blog
Must have agency experience is not the filter you think it is.
We tagged all 26,784 people in our Amazon ads pool by where they work right now. Agency 33.2 percent. Brand side 22.5. Amazon or tooling 19.1. Freelance 15.4.
Then we tagged them again by where they have ever worked.
8,182 have done both. That is 30 percent of the whole pool.
So the person you screened out for being agency may have spent five years in-house at a brand before that. Your filter did not know. Mine did not either, until we split the question in two.
Where they work now is one question. What they have actually done is a different one.
Here is what it costs. Senior or lead, six years plus, owns the numbers, must be brand side: 81 people. Drop the brand-side requirement and it is 262.
You just tripled your shortlist by deleting one requirement.