From 13 years building a creative agency to exit, plus experience with 50+ agency owners, here’s a practical two-team structure that enables sustainable growth.
The Two-Team Structure
Client-Facing Team
Handles relationships and strategy:
- Sales - customer acquisition and retention
- Strategy & Discovery - understanding client needs
- Project Management - timelines and task delegation
- Client Communication - updates and relationship management
Creative Delivery Team
Focuses on execution:
- Graphic Design
- Web Development
- Copywriting
- Specialist Services (photography, videography, animation)
Why This Separation Works
Initially, everyone juggled both strategy and execution. That created bottlenecks.
Separating responsibilities allows the client-facing team to maintain relationships while creatives concentrate on quality output without constant interruptions.
Creatives create. Strategists strategize. Everyone’s happier.
For Solo Agencies
The strategy remains applicable even if you’re working alone:
- Handle strategy and client communication personally with automated processes
- Outsource creative work to vetted freelancers with clear guidelines
- Use CRM and project management tools as your “second brain”
- Set firm boundaries around client communication hours
Critical Lessons
Document processes early. Implement decision-making frameworks. I used a “£50 rule” allowing team members autonomy on decisions under that threshold.
The biggest challenge in founder-led agencies occurs when owners become irreplaceable bottlenecks. Structure should prevent that, not enable it.
The Takeaway
Structure should serve business objectives, not the reverse.
Exceptional client service and sustainable team performance matter more than an org chart. Build what works for your business.
Go deeper: Good structure reduces owner dependency. Read about The Owner Extraction Method to see how to remove yourself from daily operations. And if you want to know how structure affects what your agency is worth, read the Agency Valuation Guide.