In the world of creative agencies, culture is everywhere, on company walls, in strategy decks, and in conversations about employee retention. But here’s the catch: for an industry built on creativity, culture often gets reduced to a checkbox, rather than an intentional, living part of the workplace. It’s time to change that.
Culture isn’t the warm, fuzzy feeling you get at Friday team lunches. It’s not even the camaraderie of pulling an all-nighter to crack a campaign. It’s the backbone of everything. Every idea, every collaboration, every piece of work that actually moves the needle. And yet, for all its importance, it’s often overlooked when defining agency success.
Redefining Success in Agencies
Success in agencies has long been defined by measurable outputs: award-winning campaigns, big & popular brands, and revenue growth. These metrics are vital, of course. But what about the environment that nurtures the people who make these achievements possible? What about the systems that help them bring their best selves to work?
I’ve realized that if culture isn’t part of the success equation, we’re only telling half the story. Personally, I love to connect with my team on more than just deadlines and deliverables. Whether it’s during a casual chat or a more proper monthly check-in, we talk about personal goals too, everything from fitness challenges to side hustles like a personal music project. These conversations aren’t just nice-to-haves; they’re a reminder that life beyond work matters, and when people feel valued as individuals, they show up better for the team.
Culture is what transforms good work into something great. It’s what makes collaboration seamless, ensures teams stick together through challenges and builds a sense of belonging. Many agencies talk about it but do they all manage to walk to the talk?
The truth is, when culture thrives, so does the work.
The Link Between Culture and Success
Culture is the silent engine behind an agency’s ability to thrive. It’s what enables people to take creative risks, solve problems collaboratively, and adapt to shifting priorities. Without it, even the best teams can falter under pressure.
For me, fostering curiosity has been a game-changer. My team and I host sessions where we pause work to share something inspiring. It might be an incredible ad, a thought-provoking campaign, or even a music video that’s impossible to forget. Internally, we call these “Shut Up and Bounce” sessions, but at their core, they’re about staying curious, inspired, and connected to the world beyond immediate deadlines. These moments often ignite unexpected ideas and remind us of why we do what we do.
When teams feel supported by a strong culture, collaboration becomes second nature. The strategy aligns effortlessly with design and execution, and people feel motivated to bring their boldest ideas to the table without any fear of judgment. It’s not just about how teams work, it’s about how they feel while doing it.
Building Culture That Lasts
Through countless conversations with potential talent and my personal experience within the industry, I’ve realized that culture isn’t a lofty ideal, it’s a framework. A framework that bridges the gap between what talent seeks and what the agency needs.
Here are principles me and my team frequently revisit when thinking about culture:
Learning Beyond Work
Learning isn’t just about professional growth; it’s about personal fulfillment too. We carve out time for internal workshops and discussions that aren’t tied to specific projects. Whether it’s upskilling or diving into new interests, these moments of growth build better professionals and more well-rounded individuals.
Encouraging Brave Thinking
Creativity flourishes when people feel safe enough to take risks. It’s not about recklessness but about calculated bravery, the kind that challenges norms and uncovers new opportunities. This mindset has led to some of the most impactful ideas I’ve seen in our campaigns.
Fostering Curiosity
Curiosity drives innovation. Creating spaces where people can share their discoveries or obsessions, whether work-related or not, creates a space for feeling inspired.. These exchanges remind us to look beyond the obvious and keep pushing boundaries.
Building with Honesty
An honest culture is a thriving culture. For eg: At itch, reviews aren’t restricted to hierarchies. We hold monthly feedback sessions where the entire team shares thoughts openly – about projects, processes, and even communication styles. This transparency creates trust and keeps everyone aligned and feel valued.
Gamifying Culture
Culture-building doesn’t have to be serious all the time. Recently, the team introduced an “Eye for Detail” jar. Every time someone overlooks a detail, they contribute to the jar. At the end of the month, the collective contributions go toward a team treat, often dessert (We love post-meal desserts). It’s a small, playful way to remind ourselves of our values while keeping the environment light and engaging.
Why Culture Matters
The creative industry is a hub for diverse, dynamic, and highly imaginative minds. But to truly thrive, these minds need more than just a paycheck or a job title, they need an environment that supports their growth, creativity, and well-being.
I believe culture isn’t just a nice-to-have; it’s a critical driver of agency success. It’s not about perfection but about the willingness to build and rebuild, to listen and adapt, and to create a space where everyone feels they belong. Because when culture thrives, the work does too. And in an industry that’s constantly pushing boundaries, isn’t that what we’re all aiming for?
(Views are personal)
