Why Marketing Doesn’t Need to Be Inhuman to Be Effective
By LaNae Riviere of FMK Agency
It’s easy to spot when an agency has no real point of view. The work looks fine on the surface—clean decks, decent messaging, a case study or two—but it feels hollow. There’s no voice, no perspective, no sense of the people behind the work.
That’s not a creative gap. That’s a cultural one.
A strong internal culture is the difference between an agency that delivers and one that leads. It shapes the kind of ideas you pitch, the risks you take, and the standards you hold. If you want the work to stand out, the culture behind it needs to mean something.
Work With Values or Don’t Bother
A lot of agencies have values pages. Fewer have values in the room. Culture doesn’t come from wall art or onboarding decks. It shows up in how people work, how they collaborate, and what they’re willing to push back on.
If your team can’t see their own beliefs reflected in the work, or worse, if they’re constantly compromising them to meet a deadline, that’s not sustainable. It also shows in the final product.
When values lead the work, the work resonates more and holds up under pressure.
Creative Environments Craft Better Outcomes
The best ideas come from people who feel like they’re allowed to speak up. That’s true in the pitch room, in brainstorms, and in the group chat. Culture isn’t how cool the office looks. It’s whether your team feels respected, supported, and safe enough to throw out something wild without getting shot down.
Too many agencies build for speed and scale, then wonder why the work feels bland.
If you want originality, you need to protect the space where original thinking happens.
Internal Brands Reflect What You Really Value
Some agencies treat internal work like a side hustle—nice if you have time, expendable if you don’t. But what you build for yourself says more than any homepage tagline ever will.
Internal brands, content series, or creative projects are a proving ground for culture. They show clients what your team can do when there’s no scope holding them back. More importantly, they keep your team energized and engaged.
Your best ideas shouldn’t only exist in decks that never get approved. Let them live somewhere real.
Culture Isn’t a Side Effect.
Agencies that stand out long-term don’t just make great work. They do it with people who care about what they’re making, who they’re making it for, and how they’re doing it together.
When you focus on culture, everything gets sharper: the ideas, the delivery, the results. What makes the difference isn’t polish. It’s intent.
