My 5 P’s for Agency Growth
Imagine if there was a simple formula for running a successful agency? What would it be?
In my work with founders I tend to follow a set of five principles or “pillars” that guide how an agency works, the people they employ and the value they add.
Each agency I work with develops a unique strategy using these pillars, aligned to its own purpose and market position. Constantly referring to these helps ensure we stay on track and that every element of the business progresses at speed.
1: People
The best agencies are built by individuals who are not only talented and energetic but united by a shared sense of purpose. The challenge is not just hiring the best and brightest people but holding onto them. That means fostering a culture of ownership and autonomy, encouraging initiative and giving your teams the space to be bold. When people feel trusted and valued, creativity thrives and so does loyalty.
2: Proposition
In a crowded market, standing still isn’t an option. Your proposition needs to stand out.
Develop tools and services that constantly differentiate your agency, accentuating what’s unique about what you have to offer; responding to customer needs and aligned to a strong purpose.
When your services are distinct, relevant and communicated with clarity, you make your business both more compelling and more defensible.
3: Pipeline
It’s not about chasing every opportunity, it’s about focusing on the right ones: ambitious clients with meaningful budgets, long-term potential, and an appetite for doing things differently. The best agencies are proactive here, investing time and energy into identifying trends, tracking high-growth sectors, and building relationships before the brief lands.
4: Partnerships
The most successful agencies treat client relationships as something to be nurtured, not managed. Create ‘moments that matter’ with clients and always aim to build lasting relationships with them as well as other useful partners.
5: Performance
All the creativity and culture in the world won’t mean much without commercial rigour. Great leaders know their numbers. They maintain strict financial and budgetary discipline; constantly monitoring performance and delivering ‘above market’ returns. They track what matters, benchmark regularly, and share the success with their teams. Identify ‘best practice’ performance management systems and processes from across the agency ecosystem, and implement them.
The Multiplier Effect
These pillars don't work in isolation - they amplify each other. Great people create stronger propositions. Strong propositions generate better pipeline opportunities. Better opportunities lead to more valuable partnerships. And strong partnerships, supported by disciplined performance, create the conditions for attracting even better people.
The question isn't whether you need all five pillars - you do. The question is which one needs your attention first. Start there, but keep the others in sight. Because when they're working together, you don't just have a successful agency - you have an unstoppable one.
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Paul Tanner is a BLINK advisor helping founders of creative and communications agencies drive growth, clarity, and long-term value.
Read his bio here.
