You know that feeling when you meet a client who just gets you? The kind of project that clicks because both sides share the same vision and values? Yeah, that’s the dream. But here’s the thing – those dream clients won’t magically appear unless you make it crystal clear what your creative agency stands for – and that’s done through expressing your values.
So, today I’m helping you find out how to define values that are actually meaningful to you. The type that helps you attract the right people, make better decisions, and build an agency you’re truly proud of. Sound good? Let’s get started.
How to Define Your Creative Agency’s Core Values: A Step-by-Step Guide
Alright, let’s get real – defining your creative agency values isn’t just picking a few nice, trendy words for your “About” page and calling it a day. It’s about getting to the heart of what truly matters to you, your team, and the work you want to put out into the world. When done right, your values serve as a compass, guiding everything from the clients you take on to the culture you build.
Not sure where to start? No worries – I’ve got you. Here’s a simple process to help you define values that truly mean something.
Step 1: Reflect on your agency’s purpose
Before you dive into crafting values, take a step back and ask yourself what your creative agency’s essence is, the very reason it became what it is: Why does my agency exist beyond making money?
Sure, every business needs to be profitable, but what made you start in the first place? What’s the deeper purpose driving your work? Are you here to help brands tell more authentic stories? To create work that makes a real impact for a positive change?
Your purpose is the essential foundation of your values, so don’t rush this part. Grab a notebook, brainstorm, or even voice-record your thoughts – whatever helps you dig deep into your agency’s why.
Step 2: Identify what matters most
Now, let’s get specific. Think about the core beliefs that shape the way you work, collaborate, and interact with clients. Ask yourself:
- What non-negotiables do I have when it comes to creative work?
- Which qualities do I look for in the people I hire?
- What do I want clients to experience when working with us?
If words like “innovation,” “excellence,” or “collaboration” come to mind – pause. While these are great concepts, they’re also the kind of buzzwords that get thrown around without much thought. Instead, dig deeper. What does innovation mean to you? Maybe it’s “pushing creative boundaries without following trends.” What about collaboration? Maybe it’s “always putting egos aside to create the best work possible.”
The more specific you get, the stronger and more authentic your agency’s values will be.
Step 3: Synchronize and validate your values with your team
Your agency isn’t just you – it’s a team effort. So, once you have a rough list of values, bring your team members into the conversation. Ask for their input to get fresh perspectives and refine your key values together. When everyone has a voice in shaping them, they’ll feel more connected and committed to living them out.
Step 4: Refine your list and prioritize the most sincere values
At this stage, you probably have a solid list of values – but let’s be honest, not all of them are equally important. Narrow it down to 3-6 core values that truly define your agency. Anything more, and they start losing impact.
A good test? If you had to make a tough business decision – like turning down a big client because they didn’t align with your agency’s beliefs – would your values help you make that call? If not, they might need refining.
Step 5: Formulate clear, actionable statements
One-word values don’t cut it. Instead, turn each of them into a short, meaningful statement. Here are two examples:
One word: Creativity
Statement: We push creative boundaries and challenge the status quo in every project we take on.
One word: Integrity
Statement: We work with honesty and transparency, and only take on projects that align with our ethical standards.
See the difference? Values should feel like a guiding philosophy of how your agency operates, not just a list of words.
So, now that you have a framework for defining your creative agency values, let’s take a look at some real-world examples, that have successfully built their brand, team culture, and client relationships around strong, meaningful values.
Real-world Examples of Creative and Impactful Agency Values
Writing down your values is one thing, but making them a living, breathing part of your creative agency’s identity is where the magic happens. The best way to learn? See how other agencies have done it.
Let’s break down a few real-world examples of creative studios that have successfully built their brand, team culture, and client relationships around strong, meaningful values.
1. M&C Saatchi Group
M&C Saatchi, a global creative company, operates on two foundational beliefs:
Brutal Simplicity of Thought: They emphasize that simplicity is more effective than complexity, as simple ideas are processed faster and retained longer.
Diversity of Thought: Recognizing that diverse perspectives lead to more creative solutions and help you solve problems, they strive for a mixed-up team to foster innovation.
These values guide their approach to delivering meaningful change for clients, ensuring that their strategies are both straightforward and rich with various viewpoints.
Takeaway for You: Prioritizing simplicity in your ideas can enhance clarity and impact while embracing diverse perspectives within your team can drive innovation and creativity.
2. SPARK
SPARK, a full-service creative and marketing agency, lives by three core values:
All In: They deeply invest in their work, colleagues, and clients, bringing their best to every endeavor.
All Together: Fostering an environment of openness and collaboration, they appreciate diverse ideas and maintain transparency and flexibility.
Always Forward: They are committed to personal and professional growth, continually learning and striving to elevate their work.
These guiding principles ensure that SPARK not only delivers exceptional results but also cultivates a supportive and progressive workplace culture.
Takeaway for You: Investing wholeheartedly in your work, creating a collaborative environment, and committing to continuous improvement can create a dynamic and successful agency setting.
3. Superside
Superside’s values create a strong foundation for both their internal culture and how they collaborate with customers.
Be Kind: They prioritize a supportive, respectful culture where differences are celebrated, and feedback is constructive.
Seek the Truth: Transparency and honesty are at the core of their decision-making, with a focus on facts over emotions.
Speed is Safety: They believe that moving fast is actually safer than moving slow, emphasizing efficiency, iteration, and prioritization.
Roll Up Your Sleeves: No egos here – everyone is expected to contribute, execute with focus, and do what needs to be done.
Takeaway for You: If you want your agency’s values to be more than just words, define principles that guide both how you work and how you treat people. When your internal culture is strong, it naturally extends to your client relationships.
Setting up the core values of your creative agency is one thing – making sure your team and clients understand and connect with them is another. So, let’s move further and see how to communicate your values both internally (to your team) and externally (to clients and partners).
How to Communicate Your Creative Agency Values
You’ve defined your creative agency values – awesome! But here’s the thing: if they just sit on your website or in an onboarding document that nobody reads, they’re not doing much for you. Your values need to be lived, breathed, and embedded in every part of your agency’s culture and brand.
So, how do you make sure your team and your potential customers truly feel your values? It’s all about clear, intentional communication. Let’s break it down.
• Communicating values internally: Building a strong agency culture
Your team is the heartbeat of your creative agency – if they don’t understand or connect with your values, no one else will either. Here’s how to ensure they are a real part of your agency’s DNA.
1. Weave values into your hiring & onboarding
From the very first interaction with potential hires, your values should be front and center. Make them a key part of job descriptions and interviews and ask candidates how their personal principles align with your agency’s.
2. Reinforce values in daily operations
Values should shape everyday decisions. This means it’s good to encourage leaders and managers to demonstrate them, not just talk about them. Or, here’s another thing – if a decision is tough, use your values as a guide. For example, if “integrity” is a core value, turning down a misaligned client becomes a no-brainer.
3. Make them a part of team culture
Values should feel real – not corporate jargon. This means you have to keep them visible and actionable. Include them in your workspace, physical or virtual – think posters, Slack channels, or even inside project briefs. You can also initiate discussions with your employees where they can share how they see the values in action.
• Communicating values externally: Attracting the right clients & partners
Your agency’s values are also a creative, powerful tool for attracting like-minded clients and collaborators. Here’s how to ensure the outside world gets what you stand for.
1. Infuse your core values into your brand messaging
From your website to your social media, your values should shine through. So, make sure your “About” page clearly reflects what you stand for (you can even share a story about why these values matter).
Or, when talking about client work, highlight the values behind it and share case studies or behind-the-scenes glimpses that reflect them.
2. Be selective about the clients you take on
The best way to show your values? Work with clients who share them. Be upfront about what kind of projects align with your agency’s mission and if a potential client clashes with your values, don’t be afraid to say no – it strengthens your brand in the long run.
3. Use values to build long-term client relationships
Once you land the right customers, keep reinforcing those values – set expectations early by talking about them in kickoff meetings; and also work with clients as partners, not just service providers. If your value is “collaboration,” make sure your process reflects that.
Now, prepare for the final (and most important) step. Living your values every day. Because at the end of the day, they only matter if you act on them.
Putting Values into Action
Here’s the reality: If your values don’t show up in how you work, lead, and make decisions, they’re just empty words. So, let’s talk about how to turn your agency’s guiding principles into action.
• Integrating values into daily agency operations
1. Let values guide project selection
Every project you take on shapes your agency’s reputation and culture. If you’re serious about your values, use them as a filter and ask yourself – Does this client align with what we stand for? If it goes against your values, be willing to say no – even if the paycheck is tempting.
2. Integrate them into client relationships
Values should also shape how you work with customers. If collaboration is a core value, set expectations early and make clients feel like true creative partners. If transparency is key, practice it – share honest feedback, insights, and challenges.
3. Use core values in decision-making
Let your values be the ultimate decision-making tool. When faced with a tough call, ask: Which choice aligns with our values? If efficiency is essential, cut unnecessary meetings and streamline processes; or if invention matters, build in time for experimentation when coming up with creative ideas.
• Long-term impact: How strong core values drive business growth
Making your values a core part of your agency isn’t just the right thing to do – it’s also a smart business move. Here’s why – this way you attract customers that you share a vibe with, which means better collaborations, smoother projects, and long-term partnerships.
Also, your team members stay motivated and aligned – when people believe in what they’re doing, they produce their best work. Last, but not least – your brand stands out, because it is the companies with a clear sense of purpose and brand identity that win.
Bottom line?
At the end of the day, your creative agency’s values are the foundation of everything – your team culture, client relationships, and long-term success.
So, don’t just define them. Live them. Communicate them. Act on them. When you do, you’ll build a company that feels right – for you, your team members, and the clients who truly align with your creative agency’s vision.
Now, over to you: How will you bring your values to life?
While still wondering, have a look at our other articles full of in-depth, friendly advice and helpful tips:
