Agency H5: Kind of a Big Deal: How Agency H5 redefined workplace culture with five simple words

By Kathleen Sarpy, Founder & CEO, Agency H5

Visitors gazing into my fishbowl office overlooking the Chicago River aren’t just riveted by the iconic view of the Windy City. Likely, the first thing that catches their eye is a simple sign hanging over my desk that reads “Work hard and be nice to people.” This piece of artwork represents much more than mere wall décor. It’s a mantra that I have lived and breathed for my entire professional career and instilled within each of my employees daily. Ask the hundreds – likely thousands – of people that I’ve encountered over the years and they will also rattle off with ease my agency’s number one core value: kindness. Anyone who has ever worked directly for me knows that the “5” in our name represents what we all believe sets us apart from our competitors: “Kindness, creativity, passion, hustle and integrity.” Those simple – but critical – core values are impressed upon every single employee before their very first day on the job. I firmly believe our cultural DNA is largely responsible for the ongoing success and longevity of my agency. 

When you look at the top agencies in the world, every single one can say they have great talent. The caliber of smart, innovative work is often within one percent between agencies. I’ve found that what really makes the difference between a transactional relationship with a client and a transformational one is how is how our teams interact with each other and, most importantly, with our client partners. Before I even review specialized skills or resume achievements, I have first sought out overtly kind people to join my agency who make the workday better, not more stressful.  

Way before I hung up my own shingle, I wasn’t always able to say I had the freedom to lead with kindness. As a nearly 30-year veteran of the PR industry, I’ve had the joy of working with some of the biggest companies and household names throughout my career and have observed how other PR firms operate. After graduating from Purdue University, I worked my way up the ladder at several mega-agencies where I honestly struggled to balance work with the demands of new motherhood. As my home brood continued to expand, I quickly realized the traditional agency workplace wasn’t designed for ambitious – yet maternal – women like me to thrive. But great ideas – from the washing machine to Uber – have always been borne out of frustration.  I thought I could try my hand at creating my own ideal environment, a PR person’s “utopia” of sorts. In 2001, I launched my own PR agency in my not-so-glamorous basement, armed with nothing but a rolodex, laptop and a deep desire to succeed.

Now, two decades later, I’m thankful that I was able to bootstrap and build one of the nation’s leading communications firms, boasting 50 employees (mostly women), an 11,000-square-foot riverside office and a roster of clients from around the city and across the globe. While most agencies are driven purely by profit, I have purposely flipped my priorities and have remained driven first by my core values. There have been instances where we have chosen to sever ties with multimillion-dollar accounts due to these particular clients not being kind or creating a vibe that devalued our agency’s joy. I’ve never regretted those decisions for a second. The result? Far more business being won because other CEOs and brand managers deeply appreciated my agency’s commitment to its cultural DNA…never mistaking kindness for weakness. 

My work philosophy doesn’t just extend to clientele, as our company’s culture is felt through morale-boosting agency programs that aid in employee retention and happiness. Each Wednesday is Workout Wednesday, as part of #H5Fit, a program where team members can come in an hour later than usual as long as that time is used for personal fitness or wellness. Regular team outings range from energetic games of flip cup in the office kitchen to an evening out celebrating at one of our agency’s nightlife or restaurant clients. Our colleagues our encouraged to find their happiness outside of the office and then bring that enthusiasm to work each day and the model works for us.

But what shows culture most are often the little things. On a recent day, the Chicago public transit system was in worse-than-usual disarray, causing delays for much of our Millennial crew. A quick note from one of my senior leaders was fired off to all staff: “If you have a laptop, go home and work. If you don’t, relax and check email until the mayhem subsides. Don’t torture yourself. Life’s too short.” 

I’m proud that small kindnesses of embracing the humanity of us all set my agency apart, which continues to inspire enthusiasm from my team and a deep loyalty from our valued clients. It’s with five small words, it truly is possible to do well by always leading with kindness.