In this blog we’ll cover the highlights from a webinar run by BugHerd CEO and former agency owner, Stephen Neville, where he was joined by Andy Wright, founder of Never Not Creative, an organization tackling the mental health issues affecting the media, marketing and creative industry. Together they explored actionable strategies for agencies and individuals to foster healthier, more sustainable work environments.
Here are the top highlights:
The current state of mental health in the creative industry
The creative and marketing industries have long been recognized for their demanding environments. In a recent study conducted by Never Not Creative (Mentally Healthy 2024), a staggering 70% of respondents reported experiencing burnout in the past year, a statistic that underscores the need for urgent action.
Andy attributes this prevalence to several factors, such as:
- relentless workloads
- unclear job expectations
- disconnect between leadership and team members
While many leaders have good intentions, initiatives often miss the mark by focusing on surface-level perks, such as yoga classes or flexible hours, instead of addressing the deeper structural issues in how work is conducted and the demands placed on employees. Too many leaders fail to address the root causes of stress.
Staff burnout not only affects individual employees but also contributes to high staff turnover, which is a significant issue in the industry. Agencies often face churn rates as high as 30%, which can result in an entirely new workforce every few years. This constant turnover comes with substantial costs, both financially and in terms of team cohesion.
Redefining work structures: The ‘Smart Work Framework’
To address these challenges, Andy’s organization, Never Not Creative, often makes reference to the Smart Work Framework, a research-based approach developed by Professor Sharon Parker at the Future of Work Institute. This framework focuses on five key pillars for designing healthier roles:
- Stimulation: Ensuring jobs are engaging and challenging with varied tasks.
- Mastery: Providing clarity around roles and offering constructive feedback.
- Autonomy: Allowing employees to have a say in their work processes and decisions.
- Relational support: Fostering strong connections between team members and clients.
- Tolerable demands: Balancing workloads to avoid emotional and physical strain.
By using these principles, agencies can assess and redesign roles to better meet employees' needs, ultimately reducing burnout and increasing job satisfaction.
The role of job clarity and leadership training
Job clarity emerged as another critical topic during the discussion. Employees must have well-defined role descriptions that outline not only daily responsibilities but also the purpose of the role and its connection to broader business goals. This clarity helps them understand their contributions and fosters a sense of purpose, reducing resentment and disengagement.
Leadership training is equally vital. Many managers are promoted based on their technical skills rather than their ability to lead and support a team. Without proper training, these leaders often struggle to create a supportive environment, perpetuating negative behaviors that trickle down to their teams.
Flexible work models are the key to balancing productivity and well-being
In the post-COVID era, work location has become a contentious topic. Employees working from home reported higher levels of depression, while those in the office experienced greater anxiety. Hybrid models, where employees split their time between home and office, showed slightly better outcomes, but the best results came from offering true flexibility.
True flexibility involves allowing employees to decide when and where they work, as long as business goals are met. Trust is the foundation of successful flexible work models, and research has shown that productivity remains consistent—or even improves—during remote work periods.
Supporting neurodivergent employees
The Mentally Healthy 2024 survey also found a higher prevalence of neurodivergence in the creative industry compared to the general population, which highlights the importance of education and understanding in order to create supportive environments for neurodivergent individuals. This includes offering different modes of communication, such as chat tools for those uncomfortable speaking in meetings, and tailoring roles to leverage unique strengths.
Managers must listen to employees and let them suggest solutions that work best for their specific needs. Building a culture of openness and support can transform perceived weaknesses into strengths.
Practical tips for improving mental health in the workplace
- Practice active listening: Managers should take the time to understand what their team members are experiencing and respond thoughtfully.
- Invest in mental health training: Mental health first aid training can equip teams with the skills to recognize and address early signs of distress.
- Design better roles: Use frameworks like the Smart Work Framework to ensure jobs are engaging, clear, and balanced.
- Recognize and reward positive behaviors: Publicly celebrate actions that align with healthy work practices rather than rewarding overwork.
- Foster team unity: Plan team activities that cater to diverse preferences and encourage meaningful connections.
- Create a culture of openness: Provide safe spaces for employees to share challenges and seek support.
Building a Healthier Future
Mental health is not just a personal issue but a business imperative. Agencies that prioritize their people alongside profits can reduce turnover, improve productivity, and create a thriving workplace culture. As Andy Wright aptly put it, “Our minimum responsibility is to ensure we don’t make things worse for our people. With the right strategies, we can create environments where everyone can thrive.”
Mental health requires ongoing attention and commitment. By taking small, consistent steps, agencies can build a healthier, more sustainable future for their teams.
Watch the webinar on demand:
Resources
Psychosocial Safety - A resource hub developed by the MFA (Media Federation of Australia). Many of the resources are open access.
Book: Brave New Work - This book references the concept of organisation debt as well as other concepts that really get you thinking about the possibilities for the future of work.
Mentally-Healthy Research - Here you’ll find the full research report from Andy’s 2024 survey into the mental health of the creative, media and marketing industries.
SMARTwork Framework - The research-backed framework for designing motivating and meaningful work.
About Andy Wright
Andy is an experienced leader in the creative industry with a successful track record of business growth, and creating award winning innovative brands and products. Andy is the creator of Never Not Creative, a non profit organization focused on improving mental health outcomes in the creative, media and marketing industries.
Currently, CEO of Streamtime, project management software for the creative industry, Andy previously co-founded creative agency For The People, and worked in leadership positions at Interbrand, Landor and R/GA.
Passionate about improving outcomes for emerging talent, mental health and recognising the value of creativity, Andy founded Never Not Creative in 2018.
He has also moonlighted as a tennis coach, born-again central midfielder, girls' football coach, nappy changer, pork aficionado and Bollywood actor.
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