Succession planning might not be the most glamorous part of running an agency, but it’s one of the most critical—especially for small shops where leadership transitions can make or break the business. Whether you’re thinking of stepping back soon or just planning ahead, keep an eye out for these five traits in the people who could one day own and lead your agency:
1. They Get the Business—Deeply.
Understanding the agency’s role in driving client success isn’t optional—it's foundational. Great future leaders go beyond the basics. They immerse themselves in strategic planning, sharpen their briefing skills, push for proactive client service, and deliver presentations that leave a mark. In short: they’re not just working in the agency—they’re thinking like the agency.
2. They Build Real Client Relationships.
Strong client relationships are the backbone of any successful agency. Look for people who aren’t just friendly—they’re trusted. They know how to listen, solve problems, and earn loyalty. Their ability to nurture these partnerships can keep the agency thriving, even through periods of change.
3. They Take Smart Risks.
The best ideas often come from those bold enough to take a chance. Tomorrow’s agency owners need the courage to back a disruptive concept, pivot a strategy, or test a daring campaign. Calculated risks are the currency of creative success—and future leaders know when to bet big and when to hold steady.
4. They’re Collaborative by Nature.
Forget the solo stars. The agency world is a team game. Your future leaders need to know how to build consensus, elevate others, and play well with everyone—from junior creatives to demanding clients. Emotional intelligence, empathy, and humility go a long way here.
5. They’re Ambitious (in a Good Way).
Great successors don’t just want a paycheck—they want ownership, accountability, and impact. They’re driven, goal-oriented, and hungry to grow. Look for that spark: the desire to lead, improve, and eventually take the reins. If they’re already thinking about buying you out, that’s a very good sign.
Bottom Line:
Whether you’re actively shaping your next generation or simply identifying rising stars, these are the traits that signal someone is ready—or on their way—to lead. And even if you’re not ready to pass the baton just yet, surrounding yourself with people like this makes for a stronger, smarter, more resilient agency right now.
