Jennifer Dennis Shares Her Experience as an /ASSOCIATE

In 2023, R/GA reimagined how the creative industry approaches flex-time talent with /ASSOCIATES, an industry-first program that offers the flexibility of freelance for both talent and R/GA, with many of the benefits of full-time. 

Like most creative companies, we have a need for freelance talent — specifically, freelance talent who understand our business, people and clients well. At R/GA, we also recognize there’s room for that model to improve to better suit how our industry operates today. What if we created a new system that brings freelancers even closer to R/GA, allowing them to become real extensions of our full-time teams, with access to our people, culture, and resources throughout the year (even during project downtime)?

Since launching, we’ve had hundreds apply and are excited to continue growing this program. Currently, the[ /ASSOCIATES program](https://www.rga.com/careers/5261837) is open to R/GA Alumni, and we encourage everyone to explore open opportunities on our [Careers](https://www.rga.com/careers) page.

Keep reading to learn about Jennifer Dennis’ experience as a Senior Content Strategist /ASSOCIATE.

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**FutureVision:** Where are you based? 

**JD:** I’m based in Kenai, Alaska (and I love to joke that I put the “remote” in working remotely!)

**FV:** How did you get your start in the industry?

**JD:** I started as a writer, editor, and web producer on the editorial side, and I think that gave me a grounding in storytelling and voice that has translated seamlessly into content strategy for brands and digital experiences.

**FV:** Is there a project you worked on in your editorial days you find to be especially impactful on your work today?

**JD:** When I was working at bridal magazines, one of my favorite tasks was writing profiles of couples and their wedding days. I’ve often thought that this was the best possible training for my work in content strategy and content marketing. Why? Because I learned to help people share something they cared deeply about in a way that would connect with readers they’d never met.

That might mean finding the moment that told the whole story of the day, seeing a theme the couple hadn’t, or eliminating distracting details that would confuse readers. However the story evolved, retaining the unique personality of the couple I was profiling was key.

And that task is remarkably like the work I do helping brands find ways to effectively express their priorities in content. Our clients know so much about their businesses and working with them to refine that information into compelling experiences to share with audiences is one of my favorite parts of my work.

**FV:** What excites you most about the future of our industry? 

**JD:** I love that we’re entering an era where the most helpful brand wins. Finding that point of connection for clients and their audiences is incredibly rewarding.

**FV:** What work are you most proud of? 

**JD:** I find it hard to choose just one project! But the work we’re doing with Verizon’s B2B website is very impressive. The range of users and user needs we’re addressing—without overwhelming any individual user with details they don’t need to know – is something I’m really excited about seeing out in the world.

**FV:** Innovation is at the root of much of what we do at R/GA. Describe what innovation means to you and the role it plays in your work today. 

**JD:** To me, innovation means understanding the user or audience so well that you anticipate their interests and needs before they recognize them. 

**FV:** What attracted you to R/GA’s /ASSOCIATES program? 

**JD:** The /ASSOCIATES program gave the opportunity to contribute more—to be on the team with some of the smartest and most creative people I’ve worked with—with an extraordinary amount of flexibility. 

And almost a year in, I can say that the /ASSOCIATES program has been the best of freelance and on-staff work for me. I’ve been able to establish long term relationships with folks at R/GA and the chance to get to know our clients over time, rather than as one-off engagements over a single project. 

The flexibility of the /ASSOCIATES program means I’m able to show up when my content strategy skills are needed with the background of someone involved long term. But I’m also able to create a schedule that works for me.

**FV:** Since joining R/GA as an /ASSOCIATE, how would you describe your day-to-day (month-to-month, and year)?

**JD:** As an /ASSOCIATE, my work life is as varied as it's ever been as a freelancer—my hours and projects change as project and client needs evolve. But the ongoing relationship with R/GA means that I get that variety along with the chance to grow and to be more deeply involved as part of the team. It’s a cliché, but it’s absolutely the best of both the on-staff and the freelancer worlds!

**FV:** Any advice for someone looking to break into the industry? 

**JD:** Think communication first, and technology second. I’ve seen so many changes in the tools we use to create and deliver great experiences over the past few years. And I know it can seem like understanding one hot skill or technology is all you need to succeed. But the real magic happens when we use the newest technology to meet the needs of people. So yes, lean into tech and all it offers. But don’t lose sight of the people at the other end of everything we create. 

R/GA, Marketing Agency

Jennifer Dennis Shares Her Experience as an /ASSOCIATE