A quick summary:
In an industry powered by ideas, people are the most valuable asset. Creative agencies rely on the originality, energy, and resilience of their teams - but behind the big ideas lies a quieter challenge: retaining talent long enough to make a real, lasting impact.
The creative sector has long struggled with staff retention. While recent figures from the IPA show a drop in turnover to around 25% in 2024 (from 31% the year before), the story isn't as reassuring as it might seem. In context, the national average hovers even higher, at 34%, and the loss of even a single senior creative, strategist, or account manager can destabilise entire projects, client relationships, and team morale.
Why creative talent leaves
The reasons for high turnover are rarely simple. But in creative agencies, the themes are clear - and persistent:
- Burnout: Tight timelines, high expectations, and the demand to be constantly innovative take a toll. Deadlines don’t wait for wellbeing.
- Imposter syndrome and pressure: Agency life is often high-stakes and high-visibility. Constant comparison - internally and with the competition - can chip away at confidence.
- Budget constraints: Many agencies want to offer more support but are constrained by tight margins or project-based revenues.
- Cultural gaps: Internal wellbeing initiatives often miss the mark. When people are too busy to attend a midday mindfulness session, it starts to feel like wellbeing is performative, not personal.
The average role lasts only 2.8 years. It’s more than a pattern - it’s become part of the culture.
Why smaller agencies are hit harder
For small to mid-sized agencies, losing a single team member can throw everything off balance. Culture is more fragile. Senior creatives carry more weight. Clients often have direct relationships with individuals, not just the agency. A sudden exit can be more than a gap - it’s a rupture.
What today’s talent actually want
To retain creative talent, agencies need to move past surface-level ‘perks’. Today’s professionals - especially Gen Z and Millennials - aren’t just looking for a job. They’re looking for meaning, balance, and a workplace that supports the whole person.
What does that look like?
- Work-life balance: Not just hybrid policies, but genuine flexibility that respects deadline crunches and energy levels.
- Mental health support: Accessible, stigma-free tools for stress, anxiety, and burnout - available when people actually need them.
- A culture that reflects values: Wellbeing shouldn’t be a footnote. It should be a cornerstone of employer branding, especially for progressive, people-first agencies.
- Holistic wellbeing benefits: Supporting all areas of health - mental, physical, emotional, and even financial - shows employees they’re valued as whole people, not just creative output. It also creates healthier and higher performing teams.
Rethinking retention: Using culture as a competitive advantage
You may not always win the salary war - but culture, care, and creativity? That’s where you can excel. Investing in the right kind of support builds loyalty. And loyalty builds legacy.
Heka gives your team the freedom to choose the wellbeing support that works for them. It’s more than just another benefit; it’s how you make wellbeing a real part of agency life.
Get in touch to see how personalised wellbeing can move beyond the tick-box, shape your culture, and become a strategic part of your retention strategy.
