How to reignite the spark in your digital marketing agency

Your agency has turned ten, congratulations! Your business baby isn’t new anymore—but that’s not a bad thing. You’ve built credibility, refined your services, and weathered shifts in the digital landscape. But with time can come stagnation: creativity plateaus, routines turn into ruts, and performance can become steady.

So how do you motivate performance in a team that’s experienced, capable, and maybe just a little comfortable?

Here are five fresh, realistic strategies to reignite momentum without burning anyone out..

1. Re-clarify the “Why”

When your agency was new, the mission was likely clear: grow, survive, innovate. But what’s the rallying cry now?

Reconnect your team to a compelling purpose. Maybe it’s becoming the go-to agency for ethical brands, or shifting from service delivery to strategic partnership. When people feel part of a meaningful vision, they show up with more energy—and more ownership.

Tip: Ask the team what they wish your agency stood for. You might find your next evolution in their answers.

2. Update What “Great” Looks Like

Performance goals from five years ago may no longer stretch or excite your team. Review your KPIs. regularly so they are definitely fit for purpose: are they driving results or just ticking boxes?

Make performance criteria dynamic:

• Add client impact and innovation to traditional metrics.

• Create short-term sprints alongside annual goals.

• Celebrate process wins—not just final outcomes.

People thrive when they feel their work matters, not just when it’s measurable. If you are stuck for ideas on what great looks like.. ask for input from your team!

3. Give Them a Voice and Let Go

Tenured team members often feel stuck under the weight of “how we’ve always done things.” Empower them to co-create solutions:

• Hold monthly “Experiment Labs” for testing new tools, formats, or workflows.

• Rotate leadership on small projects to unlock hidden talents.

• Let the team vote on internal priorities for the quarter.

You’ll tap into autonomy, trust, and latent creativity.

4. Prioritise Coaching Over Managing

At the 10-year mark, most employees don’t need micro-managing—they need space to grow, and the confidence that someone’s got their back.

Invest in performance coaching, not just appraisals:

• Schedule regular 1:1s with a focus on development, not just delivery.

• Use strengths-based feedback to fuel motivation.

• Provide mentorship or peer-coaching pairings for cross-pollination.

People will grow with you, not just work for you.

5. Make Energy a Metric

Motivation lags when burnout creeps in. In high-speed industries like digital marketing, this is more than a wellbeing issue—it’s a performance one.

Build in rhythm:

• Protect deep work time.

• Encourage no-meeting blocks.

• Recognise emotional labour—especially in client-facing roles.

• Ask regularly: "What’s giving you energy right now—and what’s draining it?" Then act on the answers.

• Create a company calendar with some predictability as well as some new and exciting changes

Final Thought:

Your agency has staying power. But staying relevant means staying human—recognising that motivation isn’t just about KPIs, but about connection, creativity, and care. When you nurture those, performance follows.