OPINION: How integrity, investing in people can build lasting businesses

Starting and sustaining a business is a thrilling yet challenging journey.

As someone who has witnessed the rise and fall of many businesses, I know firsthand that longevity in this industry is not a given. Especially if you are a woman who’s founded the business.

Reaching a 16th anniversary is a remarkable milestone, but the real achievement for any business is building a business that continues to thrive well beyond this mark.

For marketing agencies, success is not just about crafting compelling campaigns. Success is about building a resilient agency that can adapt, evolve, and grow despite market shifts, economic downturns, and technological disruptions.

Over the 16 years that I have been in business, I have learnt that investing in talent is the heart of longevity.

Marketing is a dynamic industry that requires continuous upskilling, particularly in areas such as AI-driven marketing, data analytics, and changing consumer behaviours.

Agencies that prioritise professional development not only build strong, innovative teams but also enhance the quality of service delivered to clients. To reach 16 years and beyond, investing in talent is non-negotiable.

A thriving workplace culture is equally essential for long-term sustainability. Employees excel in environments that foster agility, collaboration, and inclusivity.

The thing about culture is that it’s not about flashy perks that you can brag about to your peers; it’s about creating a space where people feel valued, heard, and inspired to do their best work.

Agencies that evolve with the needs of their workforce while staying true to their core mission are more likely to build high-performing, loyal teams.

Strong governance and strategic planning keep an agency stable and adaptable. With clear decision-making, scalable systems, and proactive risk management, businesses can navigate uncertainty, adapt to change, and emerge stronger.

At the heart of any enduring organisation is ethical, visionary leadership. Great leaders provide stability, direction, and a clear value system that aligns with the company’s aspirations.

Poor leadership leads to instability and loss of trust, two things that can quickly derail a business.

In today’s business landscape, it is important to remember that integrity is non-negotiable. Keep in mind that we are in an era of heightened accountability, where unethical practices can lead to reputational damage or even business closure. Trust is a currency no agency can afford to lose.

Agencies that reach milestone anniversaries understand that success is not achieved in isolation.

We grow by building long-term partnerships with our clients, understanding their needs, and evolving with them. An agency’s success is directly tied to the success of the businesses and clients we serve.

For any entrepreneur aiming to build a business that lasts, the message is clear as day: invest in your people, embrace change, uphold integrity, and commit to excellence.

These pillars will not only sustain your agency or any business in general but also position it for continued success in an ever-changing industry.

To those striving to surpass the 16-year mark, I urge you to move with resilience, nurture strong partnerships, and remain committed to delivering value.

The journey is challenging, but with the right foundation, your agency can power brands, win in the marketplace, and achieve enduring success.

The writer is the Group CEO of the integrated tech and marketing communications agency, Peak and Dale.