IPREX Study Reveals Work–Life Balance has Overtaken Pay as the Top Priority for Independent Agency Talent
by Bulldog Reporter | Dec 2, 2025
New Toolkit: What Drives Retention in 2026
Tallahassee, Florida (December 2, 2025) — IPREX, the global network of independent communications and marketing agencies, has released new findings from a global staff survey, highlighting a major shift in what motivates agency talent. For the first time in the network’s history, work–life balance ranked above financial compensation as the leading priority for employees across all regions.
Heidi Otway
Heidi Otway, IPREX Americas President, said the findings confirm what many agency leaders have been witnessing firsthand. “People want to do meaningful work, but not at the expense of their overall well-being. What stands out in this data is the strength of independent agencies to offer flexibility, trust, and a culture where people feel they belong and are supported wholistically. These are powerful differentiators in a competitive talent market, and they matter deeply to our teams.”
Across the IPREX network, four out of five employees would recommend their agency to a friend, and more than 90 percent feel supported, comfortable being themselves, and treated fairly. These factors strongly correlate with long-term retention and performance.
While work–life balance ranked highest in all three regions surveyed, the findings reveal notable regional differences in what employees value most. Staff in the Americas placed particular emphasis on professional development, inclusion, and client diversity. In contrast, employees in the Asia–Pacific region prioritised regular feedback and performance reviews, while EMEA landed consistently in the middle across most measures.
IPREX staff at the company’s recent conference in Barcelona.
“These differences matter and prove that providing a competitive salary is not enough,” Otway said. “Agencies can strengthen retention by tailoring their talent strategies to the needs of their teams, not just their market pressures. The more we understand what motivates our people, the stronger and more resilient our agencies become.”
To support agency leaders, IPREX has released a new resource that breaks down the data and offers practical guidance. Inside the Independent Agency: What Drives Retention in 2026 outlines five areas that most influence retention today: clear career pathways, transparent pay frameworks, strong learning opportunities, psychological safety, and flexible work practices.
Alexandra Mayhew
“These findings show independent agencies now have a significant competitive advantage,” said Alexandra Mayhew, Executive Director at IPREX. “Staff are telling us that flexibility, trust, and a sense of belonging matter as much as, if not more than, pay — and those are areas where independent agencies excel. When agencies build work environments that recognise people as whole individuals, not just as employees, they create teams that stay, grow, and do their best work. Across IPREX, agencies are already putting these priorities into practice in ways that matter to their people.”
About IPREX
IPREX is a global network of independent communications and marketing agencies with more than 1,100 professionals in over 100 markets. Its partners are led by senior practitioners who combine deep local insight with global reach to support clients across geographies and sectors. The network strengthens independent agencies through shared expertise, leadership development, and collaboration that supports new business, empowers agency leaders, and helps partners run stronger operations.