Here’s the thing: Companies that invest in leadership development see a 32% reduction in turnover rates alongside a 10% boost in productivity, according to the International Coach Federation strategypeopleculture.com. Prioritising development isn’t just “nice” – it’s smart business.
In your agency, your account team is your growth engine – the ones building relationships, spotting opportunities, and keeping clients delighted. But if they’re not continuously learning and developing, it shows: first in client experience, then in client retention, and eventually in employee turnover. Most people don’t leave because they want to – they leave because they feel they have to, often due to a lack of progression or support.
The great news? Fostering a culture of growth doesn’t require a massive budget. Just smart, everyday routines. Here are ten practical ways to make it happen:
1. Make Learning a Core Objective
Don’t let growth feel like a “nice-to-have.” Treat it as integral to your role and celebrate development milestones just as you would client wins.
2. Lunch & Learn – Rotated, Real, and Relatable
Run 20-minute peer sessions where teammates share something new, e.g. an inspiring case study or a useful podcast insight. One agency I know calls theirs “Creative Spark,” and it’s become a Friday favourite.
3. Block Growth Time—Like You Would a Meeting
If it’s not scheduled, it won’t happen. Set out time for webinars, reading, or skill practice and treat it as non-negotiable.
4. Shadowing: Learn by Watching (and Listening)
Invite juniors to sit in on senior client calls, and ask senior team members to join early-stage project meetings led by newer peers. Observing real conversations speeds learning—and letting juniors take notes helps them stay engaged and connected.
5. Pair Up and Grow Together
Set up mentorship pairings, but also try reverse mentoring. Younger team members often bring fresh perspectives on digital channels or cultural shifts, enriching the team in two ways.
6. Make Sharing Easy
Create a shared Slack channel or a weekly roundup where people share their key takeaways, e.g., from webinars, podcasts, or readings—no pressure, just meaningful sharing.
7. Give Teams Room to Experiment
Even a small “innovation budget”—say, a few hours a month – can go a long way. Let teams test new approaches without fear of failure.
8. Celebrate Growth, Not Just Goals
Client wins are awesome, but so are personal milestones. Did someone finish a course? Lead a pitch solo? Mentor a teammate? Shout it out like you would a campaign win.
9. Teach What You Know
Invite team members to lead brief peer workshops – whether it’s improving pitch techniques, video storytelling, or client communication. Peer-to-peer teaching is relatable, engaging, and costs nothing.
10. Lead by Growing
People follow what leaders do. If directors block out learning time, share what they’re discovering, or admit what they’re working to improve, it gives everyone permission to grow too.
“At The Alliance, we’ve found that a consistent learning rhythm – planned, regular and shared- has the biggest impact,” says Suzanne Barnes, Head of People and L&D Lead at the Alliance of Independent Agencies. “It transforms discrete training into everyday habits and, more importantly, tools people actually use.”
Final Thought
Building a learning culture isn’t about big budgets or flashy programs – it’s about weaving growth into daily agency life. Make learning a shared rhythm, and you’ll see happier teams, stronger client relationships, and a growth engine that keeps running.
Annabel Dunstan
CEO & Founder, Question & Retain