The reputation of any comms agency isn’t built on their client list, at least not totally, it’s built on their people. Yet, agencies continue to face one of the highest staff turnover rates in professional services. According to PRWeek’s Agency Business Report 2025, turnover across global agencies stood at 20.8% in 2024, only slightly down from the year before. (PRWeek, 2025). That’s still nearly double the average for other industries, highlighting just how volatile agency life remains.
The Burnout Problem
Burnout remains one of the defining challenges of agency work. Globally, 44% of employees report feeling burned out (Gallup, 2023), and communications professionals consistently rank among the most stressed groups in surveys by PRovoke Media and CIPR. Long hours, demanding clients, and an “always-on” culture take their toll. But it’s not just workload: burnout stems from employees feeling undervalued or disconnected from the purpose of their work.
When recognition is low, attrition rises, and churn has consequences. It drains institutional knowledge, disrupts client service, and drives up recruitment costs. Beyond the numbers, it signals something deeper: burnout, limited growth, and unhealthy cultures are pushing talent out of the industry.
Shifting Expectations in MENA and Beyond
The challenge is particularly acute in the Middle East, where younger, digital-first talent has rising expectations. PwC’s Middle East Workforce Hopes & Fears Survey 2024 found that 44% of regional employees are considering switching employers. Their reasons echo global trends: career progression, pay, and the chance to develop new skills.
Globally too, the definition of career progression is shifting. Research shows that when learning opportunities are absent, most Gen Z employees are ready to leave. Deloitte’s 2025 Gen Z and Millennial Survey echoes this: younger employees now prioritise growth, balance, and purpose over traditional promotions. For agencies, the message is clear: retaining talent means creating environments where people can thrive, not just climb.
What Great Agencies Do Differently
The agencies that succeed in retaining talent are the ones rethinking what it means to create a healthy workplace. Flexibility has shifted from being a perk to being the baseline expectation. Gen Z, now the fastest-growing part of the workforce, make it clear that they won’t settle for rigid office cultures. Hybrid models, wellness initiatives, and even four-day workweek pilots are proving that new ways of working can cut burnout without cutting productivity.
But flexibility alone isn’t enough: culture remains the deciding factor. Toxic or exclusionary workplaces push out top performers far faster than competitors can lure them in. The global DEI census in 2023 showed how fragile retention can be when people don’t feel included. For agencies, this means that fostering diverse, inclusive, and respectful environments isn’t just the right thing to do, it’s the most strategic move they can make.
In the Middle East, this carries even greater weight. Multicultural teams are the norm, and women are playing an increasingly influential role in the industry. Agencies that create workplaces where diverse voices are genuinely valued will be the ones that unlock the region’s full talent potential.
People First, Clients Follow
The smartest agencies are redefining career growth. Titles matter less than opportunities to learn, move sideways, and try new skills. When people see multiple paths forward, they are more likely to stay and invest in the long game.
At Pin&Notch, we believe the competitive edge lies here. Agencies that put culture and people at the centre are the ones that create stability, which in turn breeds creativity, innovation, and client trust. The future winners won’t be the ones with the biggest client decks, they’ll be the ones whose people are proud to stay.
