A quick summary:
Burnout is becoming a major issue in creative agencies. As a wellbeing benefits provider, we see it from the inside out: it’s happening more often, and it’s hitting harder than ever before. Why is burnout so rife in these agencies, and more importantly, what can companies do to help their teams avoid it?
The Creative Hustle Is Real
First, let’s talk about the nature of creative work. Agencies thrive on big ideas, quick turnarounds, and constant innovation. Whether it’s crafting a brand campaign, designing new visuals, or writing that perfect piece of copy, there’s always something that needs to be done. The fast pace is exhilarating, but it also means that creative professionals are often working under immense pressure. Tight deadlines, high client expectations, and the need to always be "on" are a few reasons why burnout is so prevalent.
Unlike other sectors, creativity is deeply personal. When you put your heart and soul into something—only to have it torn apart or reworked— it’s not just about getting the job done. It’s about your work being critiqued. And when that happens day in, day out, it can take a serious toll on mental health.
The Overwork Culture
In many creative agencies, long hours have become a badge of honor. There’s an unspoken expectation that everyone will go above and beyond, often sacrificing personal time for the sake of the project. "I’ll just stay an extra hour to finish this," turns into "I’ll work through the weekend to get this pitch perfect." The line between work and personal life starts to blur, and before you know it, employees are completely burned out.
Clients often don’t help this situation. They want everything, and they want it yesterday. This leads to an unhealthy cycle where agencies keep promising the world, their teams keep delivering at the expense of their wellbeing, and in the end, the only thing that suffers is their health.
Lack of Support for Mental Health
Historically, agencies have remained stoic around mental health. It's often seen as a "soft" issue; something that doesn’t really impact the bottom line. But that mindset needs to change. More than just the pressure of long hours and tight deadlines, many creatives struggle with imposter syndrome, anxiety, and depression. Without support systems in place, these issues can compound, leading to significant burnout. It’s not just about handling workloads but about acknowledging the emotional toll that creative work takes. Besides, mental health absences account for 14.6 million UK sick days every year, showing it really does have an impact on the bottom line.
So, What Can Agencies Do About It?
Now for the good news: there are simple ways to tackle burnout, starting with a mindset shift. Here are some things companies can do to make a real difference:
1. Encourage a Healthy Work-Life Balance
Agency life is always going to involve hard work and long hours; it’s what your teams expect. But it’s crucial that agencies emphasise the importance of disconnecting when the workday ends. Offering flexible hours, the ability to work from home (even sometimes), and encouraging people to take their annual leave are all steps toward a healthier work-life balance. By allowing employees to recharge, they come to work more focused and energised.
2. Offer Mental Health Support
Let’s talk about mental health – it's not a luxury, it’s a necessity. Agencies should provide access to mental health resources like counseling, stress management workshops, or mindfulness sessions. Having an Employee Assistance Program (EAP) is a great start, but the key is to encourage its use, not just as a "perk" but as a real and vital part of the workplace culture.
3. Foster Open Communication
Agencies should create an environment where employees feel comfortable talking about their mental health and workload concerns. Regular one-on-one check-ins with managers gives creatives the opportunity to express frustrations or ask for help. A supportive team where open dialogue is encouraged can do wonders for easing the stress of high-pressure situations.
4. Celebrate Success (And Failure)
Creative work is often a series of trial and error. Some projects will hit the mark, while others will miss. It’s vital to celebrate the wins, no matter how small, but also to create an environment where ‘failures’ aren’t seen as personal failures. Normalising the learning process can help reduce the pressure creatives feel to be perfect every time.
5. Reduce the “Always-On” Culture
The pressure to be constantly "on" has grown exponentially, thanks to email, Slack, and project management tools. Agencies should set clear boundaries when it comes to communication outside of office hours. Encourage staff to unplug and recharge, which will ultimately benefit their work performance.
6. Offer Wellbeing Benefits
Finally, agencies should consider offering wellbeing benefits that extend beyond the traditional gym memberships. Think meditation apps, therapy sessions, or fitness programs that allow employees to engage in activities that help reduce stress and improve overall mental health. These types of benefits can show employees that their agency truly cares about their wellbeing. Find out how creative agencies are using Heka to reduce burnout but helping their teams sleep better, eat better, and perform at their best, every day.
The Bottom Line
Burnout is real, and it’s a serious issue in creative agencies. But it doesn’t have to be a permanent part of the industry culture. By promoting work-life balance, offering mental health support, fostering open communication, and providing wellness benefits, agencies can help their employees thrive, not just survive. It’s time to prioritise people – after all, they’re the ones who make the magic happen.
If you're ready to explore ways to take care of your team's wellbeing, we'd love to help you create a healthier, happier, and more productive workplace. Let's chat!
