How independent agencies can thrive by putting people first
The Q1 2025 Alliance People Pulse survey, along with rich employee feedback, reveals three clear drivers of agency success: recognition, leadership, and well-being. While many employees shared positive experiences, the data highlights critical gaps that need attention—from inconsistent recognition to unclear communication and declining mental health scores.
These findings serve as a compelling call to action: for agencies to succeed, they must create environments where people feel valued, heard, and supported. Here’s how agencies can build thriving teams by strengthening three core pillars of workplace culture
1. Employee recognition: building a culture of appreciation
The Q4 2024 survey showed that only one-third of respondents consistently feel recognised for their contributions. Despite some positive feedback, verbatim comments from Q1 2025 suggest a disconnect—many employees feel overlooked or find recognition irregular.
This signals an opportunity for agencies to be more intentional about how they show appreciation. Recognition that is personalised, timely, specific, inclusive, and consistent not only boosts morale but also deepens employee engagement.
Best practices:
Personalised and timely recognition
Acknowledge achievements as they happen—whether it’s a shoutout in a meeting, a handwritten note, or a quick message. Timeliness reinforces authenticity.
Carrie Russell, Director, Ignition Collective explains:
“Our approach to employee recognition at Ignition isn’t just reactive; it’s a proactive and integral part of the entire employee journey. By consistently acknowledging contributions, big and small, at every stage – whether it’s through a personalised gift for a job well done or more formal recognition – we cultivate a sense of value and belonging that drives engagement and exceptional performance.”
Meaningful and specific feedback
Move beyond general praise. Be specific about what was done well and why it mattered.
Inclusive and consistent culture
Make recognition routine—not something reserved for standout moments or individuals. When everyone feels seen, everyone performs better.
2. Leadership and communication: guiding with vision and transparency
Leadership clarity, according to the People Pulse data, saw a downward trend toward the end of 2024 that has rallied somewhat this quarter with 43% saying their agency leadership clearly communicated the direction of travel (up from 34% Q4 2024). However, some employees felt the information was being withheld or communicated poorly. Others noted a lack of action on feedback, leading to frustration and disengagement.
Effective agency leadership requires more than just direction—it demands open communication, empowerment, and a compelling vision that aligns the whole team.
Best practices:
Transparent and open communication
Transparency isn’t just about sharing good news—it’s about being honest in uncertainty, explaining the ‘why’ behind decisions, and making space for two-way dialogue.
Claire Grecian, Founder & Managing Director, Circle comments:
“Share regular updates about goals, progress, and challenges. It builds trust and gives teams a sense of purpose. Reliably sharing the highs and the lows fosters trust that your team can rely on. We try to be as open as possible every day, but we structure quarterly huddles, which have always been highly transparent. The team has come to expect it, and it fosters confidence and a sense of security that takes time to build but is essential when you find yourselves hitting a bump in the road. Giving them an opportunity to input into the direction you then take can bring a fresh perspective to the table while also empowering them to be part of the solution.”
Empowerment with Accountability
Give teams space to make decisions while clearly defining expectations. This builds confidence and ownership.
Vision-driven leadership
Remind your team of the agency’s “why.” A shared mission keeps everyone aligned and motivated, especially during high-pressure periods.
3. Employee wellbeing: prioritising mental health and flexibility
One of the most pressing trends is the continued decline in mental health scores throughout 2024 with a negative NPS of -14 this quarter (up from -19). Employee comments cited increasing stress and negative sentiment—often tied to workloads and unclear processes.
The message is clear: well-being is not optional. A thriving agency is one where mental health is protected, flexibility is embraced, and employees feel they belong.
Best practices:
Proactive mental health support
Provide access to resources, schedule regular check-ins, and foster open conversations about well-being.
Glo Chan, Managing Director, Amigo Partnership shares her thoughts:
“While having a leadership team in place is necessary to drive the business forward, we operate a pretty flat structure to ensure that our people feel connected from the bottom up and top down. Our “open door” policy means that junior team members can reach out to any of the leadership team to discuss challenges, successes, and their well-being at any time. Senior team members are also able to learn from junior team members without fear of being judged.
Beyond our flat structure, our Co-Founder is a qualified Mental Health First Aider – a way of signalling that the leadership team is within reach, and we have our AMI.GROW forum, a safe and supportive space for our mid and junior-level team members to voice their opinions and share their suggestions on the continuous evolution of Amigo Partnership.
As a team, we’re committed to showing up for each other every day.”
Maddy Rouse, Director, Wasserman adds:
“Empowering people managers with the resources to support their team’s wellbeing as well as being flexible and adaptable with their teams. Together offering a variety of opportunities for people to make new connections across the business are some key ways we care for well-being at work.”
Flexible work arrangements
Flexibility—whether remote work or adjustable hours—enables people to perform at their best while managing life outside of work.
Inclusive and supportive environment
Celebrate diversity, encourage collaboration, and make sure every team member feels respected and valued.
Conclusion: leading with empathy and intentionality
Balancing productivity with people-focused practices is the hallmark of a resilient, forward-thinking agency. By embedding recognition, transparent leadership, and a commitment to well-being into everyday practices, agencies can foster environments where individuals—and the business—can thrive.
These aren’t just cultural initiatives. They’re business-critical strategies for long-term success.