Trust, stories & spark Fridays: How we redefined agency culture

The phrase “I wish I knew then, what I know now” must run through the minds of every founder or entrepreneur at many points on their journey, most probably at 3am or on the way out of a pitch. In the six years since starting Paper + Spark I have certainly gathered a few such thoughts and here I’ve tried to distil them down into a “six of the best” that I hope you’ll find useful.

1. Culture is everything

At Paper + Spark, we believe that culture isn’t about having a ping-pong table in the break room (we don’t) or a special snack cupboard the contents of which we all vote on (we do), it’s the bedrock of everything we do and what makes us Sparks. Our SparkFlex program exemplifies this, providing true work-life flexibility rather than simply “balance. It’s a work anywhere/anytime, creative no-meeting-Friday’s, and we’ve replaced Sick Days with Wellbeing Days.

SparkFlex empowers our team to align work with life, not the other way around. Need to attend a child’s recital? Take the dog to the vet (or even just for a mind clearing walk) or completely change how you work or countries? We make it work.

We’ve also replaced traditional sick leave with “wellbeing days” to prioritise mental health and offer “Spark Fridays” to extend long weekends a few times a year. These initiatives aren’t just perks; they’re a reflection of our commitment to creating a workplace that values wellbeing as much as productivity. With a turnover rate below five per cent and a 9/10 employee satisfaction score, it’s clear that our approach is working. We’re here for the long haul and we want our team to feel the same​.

2. Diversity delivers results

When we say diversity, we mean it. At Paper + Spark, we’ve cultivated a team of Bright Sparks from all walks of life – journalists, data scientists, neurodiverse talent and more. And this isn’t about ticking boxes; it’s about bringing in fresh perspectives that drive creativity and innovation. A diverse team makes us stronger and helps us tell stories that resonate with real people.

With a female founder, majority-female workforce, and no gender pay gap, we’re walking the talk on inclusion. We’ve hired people we’re still yet to meet IRL, a person in their first trimester and another who can only work set hours per week to manage their neurodiversity.  We believe that diversity isn’t a buzzword, it’s a strategic advantage, one that enables us to craft stories and campaigns that speak to the right audiences. From the top down, we’re a richly varied team that sees the world in different ways, and that’s exactly how we like it​.

3. Trust in your team

Trust is something you earn, and at Paper + Spark, we believe that trust starts within our own walls. I’ve learned as a leader and mentor that empowering people is the key to their and our success. Give people ownership of the work and the authority to decide how it gets done and they will rise to the challenge. Of course, missteps happen but creating two-way trust also means that people can innovate without fearing failure. Trust your team; give them room to grow and watch the magic happen.

We’re just as committed to building trust with our clients. By focusing on transparent, values-driven relationships, we ensure that when things don’t go as planned we’re quick to own it and make it right. Our team-first approach has shaped our success, it’s not just about getting the job done; it’s about creating a culture of trust and authenticity​.

Credit: iStock.com/gorodenkoff

4. People not prizes

The advertising and marketing industry can be very self-aggrandising and while we don’t chase awards, we’re proud to be recognised for the work we do. Winning titles like AMI’s Marketing Agency of the Year (three times!) and AFR Boss Best Places to Work are important to us because they reflect our commitment to creating a supportive work environment that means we deliver standout work for our clients.

We prioritise transparency and kindness, whether it’s in team meetings or client interactions. When you lead with empathy, put people first and give before you expect to receive, you build trust and loyalty. In the long run, a generous spirit creates a positive reputation that awards simply can’t supply.

5. The client’s customer is our customer

Nobody should ever set out with the aim of creating “an award-winning campaign”. The Paper + Spark mindset is that we are here to solve our clients’ business and communications challenges with a spark of creativity.  It’s why we are big proponents of Design Thinking, which puts customers at the heart of our work. Genuinely engaging with our clients and understanding their customers’ needs and pain points is how we create solutions that exceed expectations.

When we partnered with Endeavour Energy, it started as a simple project but quickly grew into a long-term consultancy. Our work with them on innovation, change management and sustainability wasn’t just about creating strategies; it was about adapting to their evolving needs and helping them connect with different audiences in fresh, impactful ways.

6. Think in stories

Creativity thrives when we challenge the status quo, and we encourage our team to do just that. The advertising world is full of conventions that can stifle innovation but some of our most impactful campaigns have come from “out-there” ideas, the ones that initially made us laugh or raised an eyebrow.

We talk to our clients a lot about storytelling, not as a tool but because it is the original form of creativity, the heart of how humans have connected and communicated for thousands of years. In a world increasingly dominated by AI and data, it’s easy to get swept up in numbers and trends. But we stay grounded in the understanding that storytelling is, at its core, about forging genuine human connections. Data can enhance a story, but it shouldn’t dictate it; our best narratives are those that resonate emotionally, tapping into shared experiences and universal truths. Every story is an opportunity to inspire, connect, and engage on a deeper level.

Running an agency is often like juggling plates in a cyclone – it is never uneventful, and I’ve never not relished working alongside the rest of the Sparks. If there is one theme that runs through all six of these learnings, it is that the people you work with are as, if not more, important than the work you do. Listen to them, trust them, treat them as equals, share the spoils and they will deliver.

Zeina Khodr is the founder and managing director of Paper + Spark.