Unpacking 'agency trauma': A call for change in the marketing industry
- Written by Paul Nguyen
In an industry built on promises, too many businesses have experienced what I call "agency trauma." This phenomenon occurs when agencies fail to meet client expectations, leaving businesses feeling shortchanged, frustrated, and hesitant to invest in marketing again. The breakdown in trust that follows has far-reaching consequences, not only for the affected businesses but also for the industry as a whole.
Early in my marketing career, I quickly noticed a disconnect between what businesses truly needed and what agencies were delivering. Grand promises were abundant, yet the results often fell short, leading to disillusionment and a growing lack of trust. It became evident that this wasn't merely about unmet expectations—it reflected a deeper issue in how agencies fundamentally approached their work. I saw businesses being treated as just another line item, with little regard for their unique challenges and goals. This impersonal, one-size-fits-all approach left businesses not just dissatisfied, but wary of engaging with agencies altogether.
The essence of "agency trauma" is twofold. On one side, businesses feel like they’ve been treated as mere revenue streams—sold on lofty promises, only to receive subpar results. This leads to a pervasive sense of distrust. On the other side, there's the talent within agencies—creatives, marketers, content creators—who often feel undervalued and unrecognised. This lack of appreciation erodes their motivation and drive, resulting in work that falls short of its potential.
Driven by a desire to elevate industry standards, I became determined to tackle these issues head-on. My vision was clear: to redefine what agencies should strive for by exceeding client expectations and fostering a workplace culture that truly values and inspires its team. In an industry often seen as transactional, I aimed to create something different—a commitment to quality, trust, and the well-being of every individual involved.
Building a business that challenges the status quo is no small feat, especially in a landscape dominated by established giants and a slew of new players eager to fill the gaps. But what I've learned is that long-term success isn't just about winning contracts or scaling quickly; it’s about delivering consistent, exceptional results and fostering a culture where people are excited to come to work every day.
Our approach has always been to set the highest standards for ourselves, ensuring that every piece of work we deliver is of the finest quality and tailored to meet the specific needs of each client. However, high standards alone aren’t enough—they must be supported by a strong, cohesive team. That’s why we invest heavily in our people through training, mentorship, and a culture that celebrates growth and camaraderie.
This focus on team culture is something I believe is sorely lacking in many businesses today. Too often, companies overlook the importance of nurturing their talent, failing to see that when you look after your team, they, in turn, look after your clients. It’s a simple equation, but one that requires genuine commitment and effort to get right.
In an industry facing rapid change and growing complexity, it’s crucial to build a foundation of trust and respect, both with clients and within your team. The success of any agency depends not only on the work it produces but also on the environment it creates for its employees. When people feel valued, supported, and part of something bigger than themselves, they’re motivated to deliver their best work.
Ultimately, it’s this combination of high standards, strong culture, and a commitment to exceeding expectations that has driven our growth and success. I believe it’s also what will help the industry move past the era of "agency trauma" and into a future where trust, quality, and mutual respect are the norms, not the exceptions.
Paul Nguyen, the author, is the founder and CEO at digital marketing agency Creative Culture HQ (CCHQ). Headquartered in Oran Park, NSW, CCHQ has experienced rapid growth since its launch in 2021 with imminent plans to expand nationally and internationally.