Learn one thing better than anybody in the agency.

Specialists and experts are highly valued. Pick something that you do regularly (competitive analysis, R/F runs, demographic analysis, third-party ad serving analytics…you get the picture) and go as deep as you can with it.

Take reach and frequency analysis as an example. Don’t just learn how to do them in the medium you are working in; study up on use of this tool for other media and experiment. You may learn some things from one medium that  you can apply to others. Then, learn how to accurately combine reach and frequency data from disparate media into an overall plan R/F. And learn how different plans of the same level show varying frequency distributions.

Whatever you are studying, read the documentation and take all of the training that is available. Then, apply what you have learned and quietly let those around you know that you can help them out when they are tackling this tool or process. The word will spread, and you will gain respect and visibility among higher-ups. Then, over time, broaden yourself by taking on other initiatives to grow your expertise and reputation.