Breakthrough ideas may drive results, but long-term success for an integrated agency is built behind the scenes: in the early decisions about what kind of company you want to be, the values you refuse to compromise and the relationships you nurture with consistency and trust.

Strategy, media, creative and execution all matter. But without that foundation, even the best work can lose momentum. It’s those early commitments that build resilience and ultimately allow an agency to grow stronger over time.

As Zambezi approaches its 20th anniversary, I’ve seen first-hand that independent players thrive not just by surviving their launch phase, but by continually grounding themselves in the right focus, mindset and partnerships.

Perspective

For indies, it’s tempting in the early years to say yes to every opportunity. And sometimes, that’s necessary. But long-term growth depends on identifying which clients are the right fit for your current stage and your future vision.

Ask yourself: Does the client’s size and scope match our current capabilities? Do their needs align with what we want to be known for—not just what we’ve already been doing? Will the work move us in the right direction? There comes a point where you realize your agency isn’t a scrappy startup anymore and some projects may no longer be the right scale. That honesty with yourself is critical.

Choosing partnerships intentionally protects your resources and your team’s creative energy. It’s about focus, not FOMO.

Mindset

Values are the foundation of sustainable success. Decide early: Who will our team love to work with every day and who is going to work best on our team? When client and agency values align, relationships feel like true partnerships. That alignment energizes teams, sparks better ideas and strengthens client relationships.

This mindset extends beyond clients. Through Worldwide Partners, where I served as next-gen council co-chair, I’ve seen how powerful it is to surround yourself with like-minded agencies. We don’t try to be everything to everyone. Instead, we share strengths, insights and opportunities. That strategy has been transformative.

I know some readers might eye-roll at me waxing on about clarifying your mission and values. But without both as your guiding north star, you give up the first and arguably strongest freedom you gain as the founder of an independent agency: setting your own standard. Put your mission and values on paper and commit them to everything from top-level strategy to checking off your daily task list. If you take stock of what your agency stands for once, only to never look at the list again, you’ve marginally increased your chances, but haven’t set the foundation for indefinite success.

Humanity and Trust

Relationships are an indie agency’s lifeblood. In an industry where formal RFPs and consultant-led pitches are ubiquitous, genuine connections stand out.

Trust starts internally, by giving your team autonomy and support. Externally, it means being transparent with clients about challenges and opportunities. It also means being open and transparent with your industry peers. I’ve seen some of the best solutions arise from frank conversations with other agency partners we might otherwise compete against. When ego is set aside, creativity flourishes and everyone benefits.

As proof, consider the opposite. Saying “yes” to too much, too frequently; serving as an open door instead of a guiding path; hiding obvious alternatives and potential missteps for fear of judgment; fostering a culture of competition rather than learning. This sounds like a company no talented creative would want to join—and certainly not the independent agency anyone wants to start.

I’m not suggesting that by following the steps above, you’ll magically create an agency that rockets into the stratosphere. Sustaining momentum takes incredibly hard work, perseverance and a constant reevaluation of how we work. By investing in a strong ethos to guide decision-making—and forging relationships that make sense for your size and scope—you’ll give your startup more than a fighting chance.

And the more independent agencies we have thriving, the more we can continue to serve the health of our entire industry with boundary-pushing thinking and results.

Laura Stayt

Laura Stayt is president of Zambezi.

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