Written by Cheryl Salmon,
Account Director and Employee Representative to the Board of Directors
When people talk about agency success, they often focus on the outputs – campaigns, ROI, awards. But after more than a decade at MindWorks, I’ve come to believe that the real secret to sustainable success isn’t just what we deliver – it’s how we work together as a team.
A strong team dynamic isn’t just a feel-good extra – it’s central to delivering brilliant work, consistently. And at the heart of that is strategy, quality of thought, and an environment that brings out the best in people.
From Day One: Learning the Ropes and Feeling the Buzz
I started at MindWorks as a Marketing Assistant back in 2013, getting stuck into everything from social media and PR to photo shoots and fashion features. It was a hands-on crash course in agency life, and what struck me most was the energy of the place – fast-paced, full of creative spark, and powered by people who genuinely wanted to do a great job together.
That people-first energy never left me. As I progressed through my career and into leadership, it became something I’ve tried to nurture and protect at every stage. Because when your team is thriving, your clients feel the benefit.
Creating the Right Environment
At MindWorks, we’ve always cared about creating a working atmosphere that enables people to do their best. Not in a gimmicky way – but through trust, structure and genuine support.
When I stepped into a leadership role, I knew I wanted to manage people in a way that felt authentic, constructive and empowering. I’ve completed leadership training and am currently working through a Mental Health First Aid qualification to strengthen the support I can offer across the team.
For me, people-first leadership means:
- Being visible and approachable – staying connected with the whole team, regardless of role or department.
- Creating rhythm and structure – sharing our weekly schedules in a dynamic and visual way to help us stay aligned, especially in a hybrid working environment.
- Fostering a safe space for ideas – encouraging everyone to feel confident contributing – no egos, no fear of getting it wrong, just open, honest thinking.
- Developing consistent support mechanisms – I’m passionate about mentoring and helping people settle into client delivery with clarity and confidence.
A big part is hyping the team up – giving people confidence in their ideas, helping them build resilience, and making sure they know they’re trusted. Because when people feel secure and supported, the quality of thought improves – and that’s what drives standout strategy.
Collaboration Unlocks Creativity
One of the things I’ve aimed to encourage at MindWorks is a collaborative approach to large-scale work. For new business pitches or major campaigns, I’ve championed involving the wider team early on before selecting a hand-picked account team based on strengths and availability.
That kind of shared thinking not only fuels creativity but creates a sense of ownership and momentum across the agency. It’s also why I’m working with our creative team to rework our physical space to ensure the way we work is reflected in the space around us – open, flexible and made for ideas.
This people-first approach is shaping my time as the agency’s Employee Ownership (EO) Board Rep – a role I was proud to be elected into by my colleagues. It gave me a broader view of how the business operates and a deeper understanding of how to represent the team’s voice at Board level. It’s reinforced my belief that when you give people a genuine platform to contribute, they bring their best to the table.
What Clients See (and Feel)
When the team environment is strong, clients feel it. They experience:
- Strategic consistency across every touchpoint
- A joined-up team that communicates clearly and proactively
- Thoughtful, original work that’s been properly challenged and refined
- Long-term trust, not just quick wins
Strategy sits at the centre of everything we do – and a confident, collaborative team is what enables that strategy to come through clearly, creatively and consistently.
Looking Ahead
Marketing is always evolving, and we’re entering a period of significant change with the rise of AI and automation. But while tools will shift and tasks may change, the need for sharp thinking, human insight and strong relationships will only become more important.
That’s why, at MindWorks, we’ll continue to invest in our people, prioritise strategy, and build an environment that gives everyone the space and confidence to thrive.
Because when we focus on people, we focus on what really matters – and that’s where the best work begins.
Ready to get started with a strong, dynamic marketing agency? Contact us today.
