The A&K White Paper: People, Purpose, & Building a More Rounded Agency Model

Jan 7

When we started Axe & Kettle, we didn’t imagine we’d one day be writing a white paper about people and purpose. We just knew we wanted to build a business that felt different, one that didn’t leave people behind in the name of growth.

Over the years, we’ve learned that culture isn’t built in policies or slogans, it’s built in moments. The small things: checking in on a teammate who’s struggling, asking a quieter voice for their view, saying no to work that doesn’t align with our values.

This paper is both a reflection of what we’ve learned and a roadmap for where we’re going. It’s an invitation to other boutique agencies to build differently, always with people and purpose at the centre.

Amy & Kelly

The Future

If we take things back to basics, then ultimately, we believe agencies can - and should - be more than hubs of content, campaigns, performance and strategy. While these elements are essential to business success, true success is also rooted in growth that’s pursued sustainably, equitably, and responsibly, and we believe our team lies at the heart of this.

This white paper explores how agencies like ours can embed people and purpose into the core of business practice, focusing on four pillars: inclusion, wellbeing, opportunity, and impact. Together, these pillars create a framework for building agencies that serve their teams, clients, and society.

We don’t pretend to have all the answers. But as a business pursuing B Corp certification, we know that progress matters more than perfection. This paper shares our approach and invites other remote-first agencies to explore what a more rounded agency model might look like.

Why This Matters Now

The world of work is changing rapidly:

While some businesses are trying to get people back into the office, remote work - in its various guises - is the new normal. The Office for National Statistics (ONS) found that more than a quarter (28%) of working adults in Great Britain were hybrid working as of autumn 2024¹ and a report by Chartered Institute of Personnel and Development (CIPD) found that 41% of UK employers believe an increase in home/hybrid working has led to increased productivity/efficiency². Though to be transparent, 16% think otherwise.

Employees and clients want more than performance alone. Psychological wellbeing and belonging are top priorities.
According to a UK survey of over 1,000 employees, 81% say wellbeing impacts their productivity at work, with 44% saying it significantly impacts it3.
ESG and B Corp frameworks are gaining traction. Businesses are expected to demonstrate tangible contributions to social, environmental, and economic sustainability.
For boutique agencies, this is an opportunity, not a burden. Thoughtful policies allow teams to thrive, clients to benefit from better work, and society to gain from positive impacts.

You don’t have to sacrifice people for performance. In fact, the two feed each other. Agencies and teams that weave people and performance into the way they work are twice as likely to achieve their goals. It’s proof that investing in your team isn’t just ethical; it’s smart business.

The challenge is that very few organisations have figured this out. Just 6% of those surveyed for Deliotte’s Global Human Capital Trends Report 2025 are making real strides toward what Deloitte calls “human sustainability,” a holistic approach that goes beyond engagement to include growth, purpose, and long-term wellbeing.

*Deloitte, Human Capital Trends

In Summary

Don’t be fooled into thinking the shift is only theoretical, it’s actually a commercial concern.

Agencies that fail to adapt risk falling behind as team members and clients increasingly evaluate partners not only for output but for ethics, inclusion, and sustainability. According to the Global Workspace Sustainability Study by PWC, organisations should broaden the employee value proposition to incorporate societal factors impacting both the individual and broader society to enhance impact and values.

The Challenges We See

Remote work and flexibility don’t erase workplace challenges, they just change their shape. Unconscious bias, burnout, and ill-fitting HR systems can quietly undermine wellbeing and inclusion.

For boutique, creative agencies, these risks are amplified: corporate-style policies rarely fit, and high-pressure workloads take their toll. Recognising these challenges is essential to putting intentional, practical systems in place that support both people and performance.

Bias doesn’t disappear online. Even in remote-first teams, unconscious bias and inequities can persist. Proximity bias and “who gets seen” in hybrid meetings can undermine inclusion.

Creative industries are vulnerable to burnout. Tight deadlines, high expectations, and continuous creative output can negatively impact mental health. Remote work may reduce commute stress but can blur work-life boundaries.

Boutique agencies lack tailored HR systems. Many HR policies are designed for large corporates and do not fit smaller, more agile teams. Research on start-ups confirms that even innovative businesses need structured HR practices to support retention, satisfaction, and equitable growth.

These challenges demonstrate why intentional, structured action is essential.

Our Framework: The Rounded Agency

We are building an agency that centres people and purpose.

Our framework has four pillars designed to be practical and actionable.

We’re just at the beginning of this journey, but our four pillars are already shaping the way we run the business. While there’s more work to do, these pillars now serve as our guiding principles.

The Four Pillars of Our Framework:

Inclusion
Wellbeing
Opportunity
Impact

1. Inclusion

Inclusion goes beyond training, it’s about embedding fairness into everyday processes because we all carry unconscious bias. The important part is recognising and doing something about it.

Hiring: Structured interviews and bias checks
Meetings: Ensure every person involved has a seat at the table, and their voice matters, no matter their level or where they are.
Creative Work: Deliberately include diverse perspectives in campaigns and storytelling.

The A&K Response

Recently, our team participated in DEI (Diversity, Equity & Inclusion) training, not as a box-ticking exercise, but as a deliberate step toward living our values. The training reinforced one of our core mantras, “Ban the bullshit,” valuing transparency, honesty, and sometimes saying the hard thing because it’s the right thing. We know we won’t always get it right, but progress matters more than perfection.

The Training:

Challenged assumptions in hiring, particularly at the CV stage, to ensure fairness and opportunity for all.

Embedded DEI check-ins into project kick-offs, team meetings, and client work. Inclusion isn’t just an annual exercise.

Leveraged our transparent culture to encourage honest conversations about bias, privilege, and continuous learning.

Our Insights:

The team is more conscious of bias in decision-making, creating a fairer, more equitable work environment.

Client work benefits from richer, more inclusive perspectives, leading to sharper strategies and authentic storytelling.

The training reinforced that stronger, more inclusive teams produce stronger brands and contribute to a more just and creatively rich world.

The Takeaway:

Even small, deliberate steps toward inclusion can have meaningful impact across agency culture, client work, and creative outcomes.

2. Wellbeing

Wellbeing is foundational for creativity and retention. Policies should protect mental and physical health, and promote work-life balance.

Remote Flexibility: Flexible work, protected personal time.
Healthcare Availability: Access to private insurance.
Workload Management: Avoid overloading individuals and build realistic deadlines.

The A&K Response

We are working to build a culture where wellbeing and productivity go hand in hand, recognising that, alongside its many benefits, remote work and deadlines can sometimes create stress and anxiety. We’ve been intentionally building processes and initiatives that support both.

Our Actions:

Introduced private health and dental coverage to support the team’s physical and mental health.

Launched a Ways of Working process to protect lunch breaks and carve out dedicated admin time at the start and end of each day, giving the team more breathing space, structure, and control over their time.

Reintroduced face-to-face meetings once a month to strengthen connection and collaboration. These had slipped after a busy summer and it was clear we all really benefit from them.

Planned Christmas activities early (November) to ensure the team can enjoy the festivities without the pressures (both work and personal) that can arrive in December.

Our Insights:

The team feels more supported and organised, reducing anxiety and improving focus.

Structured processes create space for creative thinking without sacrificing wellbeing.

Face-to-face touchpoints maintain a sense of connection and build team morale.

The Takeaway:

Thoughtful wellbeing initiatives that combine process, benefits, and human connection create an environment where team members can thrive, deliver better work, and feel cared for.

3. Opportunity

Boutique agencies can provide meaningful growth and learning opportunities.

Training and mentorship: Regular workshops, knowledge-sharing sessions.
Leadership pathways: Enable team members to lead projects and make decisions.
Transparent progression: Clear criteria for growth to avoid bias or favouritism.

The A&K Response

As a boutique agency, we’re agile and naturally hands-on. Every team member plays a part in shaping client relationships and delivering work that matters. But we also recognise that opportunity isn’t just about responsibility; it’s about having the tools, support, and confidence to grow.

Our Actions:

Empowered team members to lead projects and client relationships, building trust and ownership at every level.

Maintained dedicated 1-2-1 sessions as a core part of our culture. This is a protected space for reflection, guidance, and personal growth.

Supported professional development through out-of-office learning: if there’s a relevant event or workshop and a case can be made, we’ll back it.

Introduced cross-skills training, including business and finance literacy, to help everyone understand the wider context of agency life.

Added AI sessions to our training agenda, ensuring the team feels confident exploring new tools and technologies.

Our Insights:

Team members feel trusted, supported, and empowered to take initiative.

Skills are expanding beyond traditional roles, strengthening both creative and strategic thinking.

Continuous learning is embedded into the everyday, not an afterthought, but part of how we grow together.

The Takeaway:

Opportunity thrives when people are trusted to lead, supported to learn, and encouraged to stretch their skills. By investing in growth and cross-discipline learning, we’re building a more capable, confident, and future-ready team.

4. Impact

Impact spans both social and environmental responsibility.

Social: Pro bono projects, community outreach, campaigns for underrepresented groups.
Environmental: Mindful digital practices in a remote-first agency.
Creative Practice: Use inclusive, ethical, and socially conscious creativity to guide client projects and campaigns.

A&K Case Study

At Axe & Kettle, “impact” isn’t a buzzword, it’s about making choices that reflect our values and contribute to something bigger than the agency itself. As a female-founded business working toward B Corp certification, we’ve started building structure around how we give back, balancing environmental responsibility with meaningful social contribution.

Our Actions:

Set environmental KPIs to help us track and reduce our footprint.

Introduced paid volunteer days, giving team members time to support causes close to their hearts.

Exploring whole-team volunteer days to strengthen collaboration and make a collective difference in our communities.

Deepened relationships with charities that align with our values.

Our Insights:

Volunteering and charitable efforts are becoming a cornerstone of our culture, connecting personal purpose with professional life.
The team feels more engaged and proud of the wider impact our agency can have beyond client work.

The Takeaway:

Real impact happens when purpose meets action. By turning values into measurable goals (and making time to give back) we’re shaping an agency that’s not just successful, but significant.

Remote Agencies & Digital Footprint

Even in fully remote agencies, our work leaves a footprint, and much of it is digital. Every email sent, file stored, or AI tool used consumes energy and contributes to carbon emissions. Being mindful of how we work online is a simple but powerful way to reduce our environmental impact and make sustainable choices part of everyday agency life.

Key considerations:

Digital work is not carbon-neutral. Every email, attachment, and cloud storage decision carries environmental cost.

Emails & attachments: sharing links instead of large files reduces energy use.

Cloud storage & hosting: choose renewable-powered providers.

Digital footprint policy: standards for file storage, cloud management, and AI usage.

AI practices: balance innovation with energy cost and ethical data use.

Conclusion & Call To Action

Boutique, remote-first agencies are uniquely placed to lead with purpose, not as a side initiative, but as a core part of how we grow. By embedding ESG principles into the everyday: inclusion, wellbeing, opportunity, and environmental impact, we can create businesses that are not only resilient, but responsible.

This is the future of work. And for agencies like ours, the opportunity is to shape it: intentionally, transparently, and together.

What’s Next:

This work is ongoing. Our DEI training, B Corp journey, and digital sustainability practices are all part of a process that prioritises progress over perfection.

We encourage other agencies to take small, intentional steps: to track their impact, embed values into daily operations, and build momentum through action.

Because stronger agencies build stronger brands, and more inclusive, purposeful, and sustainable businesses make for a better industry, and a better world.

Looking ahead, we see three shifts shaping agencies:

Hybrid human-AI collaboration: balancing innovation with ethics and sustainability.
Radical transparency: more clients will request ESG data from agencies.
Interconnected wellbeing: inclusion, purpose, and environmental impact will no longer be separate conversations, they’ll be part of the same system.

At Axe & Kettle, our commitment is to continue experimenting, learning, and sharing, because a more rounded agency is never finished; it’s always becoming.

For agencies beginning this journey, start small: