Bob's Your Uncle

Last week, as I delved into the criteria for the Ad Age Small Agency Awards, I was struck by the diversity of accolades—from the best campaign creativity to the smartest strategy implementations. One category, however, resonated deeply with me: 'best agency culture'.

Defining a Culture of Caring

So, what does "best agency culture" actually mean? It goes beyond ping pong tables and free beer. To us, it is defined by a culture of caring.

A culture of caring is an environment where empathy, support, and genuine connection are prioritized alongside business goals. It is about operationalizing kindness so that every team member feels valued, heard, and empowered.

We translate this abstract concept into daily behaviors through specific practices:

Finish Fridays: A weekly ritual where the entire team gathers to celebrate wins and explicitly recognize peers who lived out our core values that week.
The 'Who Cares' Button: A physical tool used in meetings to pause the conversation and ensure we are focusing on what truly matters to the client and their customers.
Value-Based Decision Making: Every strategic and creative decision is weighed against our commitment to caring for the work and the people behind it.

Putting Care into Practice

Our commitment to caring isn't just a slogan; it's woven into our operational fabric.

Finish Fridays: Celebrating Values

Every week ends with 'Finish Friday,' a dedicated time for the entire agency to come together. It’s not just a happy hour; it’s a structured ritual. We go around the room, and team members shout out their peers for specific actions that embodied our core values during the week. This practice reinforces that how we work is just as important as the work itself.

The 'Who Cares' Easy Button

One of our most tangible tools is the 'Who Cares' Easy Button. It sits on our conference table, not as a novelty, but as a functional guardrail for our discussions.

Here is how it works in practice: Imagine we are deep in a strategy meeting. The jargon is flying, and we are debating the nuances of a tagline. Suddenly, someone presses the button. The room pauses. The question is asked: "Does the customer actually care about this?"

This physical interruption forces us to stop performing for each other and start connecting with the real human needs we are trying to address. It gives permission for anyone—junior staff or client—to challenge the direction if it feels disconnected from our core purpose.

The Impact

This approach has transformed our agency culture into a thriving hub where passion is the cornerstone of innovation and collaboration. We've seen firsthand how a culture built on genuine care and interest can not only enhance creativity but also nurture a supportive and engaging workplace.

As agencies, we must constantly ask ourselves:

How can we create an environment that not only invites creative ideas but also supports the well-being of everyone involved?
What steps can we take to ensure that our actions and words consistently align with our core values?
In what ways can we continue to innovate our culture to meet the evolving needs of our team and clients?

By fostering a culture that prioritizes care, we not only enhance our work but also contribute to a more meaningful and supportive industry. Let’s continue to challenge the norms and build environments where everyone feels valued and heard. Here's to cultivating a culture where everyone cares, profoundly and consistently.

For more thinking on culture, leadership, and humanity at work:
– Don’t Just Show Up in Culture — Shape It
– The Loneliness Era – Why Human Brands Win

‍