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  • Writer's pictureMark A Preston

Managing the Ever-Changing Waters of Agency Life

Updated: Mar 14

In the fast-paced world of digital marketing, keeping up with the constant flux of industry changes can feel like trying to stay afloat in stormy seas. I recently had the opportunity to chat with Lily Ray, a seasoned expert in agency life, about how she manages the relentless pace of new developments, particularly with the advent of technologies like AI and ongoing updates from Google. Her insights shed light on the challenges and strategies for staying informed and responsive in an industry that never sleeps.


agency changing tide

The Relentless Pace of Change


Lily highlighted the unending nature of advancements and updates in the digital landscape. With something new emerging virtually every minute, the idea of taking a break seems almost alien to those deeply entrenched in agency work. This constant state of vigilance is driven by the need to stay ahead of the curve, ensuring that the agency and its clients remain competitive and informed.


Prioritising Mental Health Amidst the Hustle


Despite the pressure to be perpetually connected, Lily acknowledges the importance of mental health and self-care. The challenge, however, lies in finding the balance between taking necessary breaks and keeping up with the industry's rapid pace. It's a delicate dance between personal well-being and professional responsibility, one that many in the agency world grapple with daily.


Serving as the Agency's Beacon


Lily plays a crucial role in her agency, acting as the bridge between the external world of digital marketing developments and her internal team. With around 35 team members, many of whom prefer to remain behind the scenes, the responsibility of being the public face of the agency and keeping abreast of industry changes often falls on her shoulders. This involves not just monitoring updates but also interpreting them in a way that's relevant and actionable for both her team and their clients.


Strategies for Staying Informed and Responsive


Given the relentless nature of industry changes, Lily and her team have had to develop strategies to manage the influx of information while ensuring they continue to deliver top-notch service to their clients. Here are some actionable steps based on Lily's approach:


  1. Designate Point Persons: Assign one or more team members the responsibility of staying updated on specific areas of digital marketing. This can help distribute the workload and ensure comprehensive coverage of industry developments.

  2. Regular Updates and Training: Implement regular sessions where the team can share insights, updates, and implications of recent developments. This fosters a culture of continuous learning and collective intelligence.

  3. Client Communication: Develop a system for efficiently informing clients about relevant updates and how they impact their projects. This can be through newsletters, webinars, or tailored reports.

  4. Embrace Technology: Utilise tools and platforms that can help streamline the monitoring of industry news and updates. Automation and AI can play a significant role in filtering and highlighting the most relevant information.

  5. Prioritise Well-being: Encourage a culture where mental health and well-being are prioritised. This might include promoting a healthy work-life balance, offering mental health days, and fostering an environment where taking breaks is not only accepted but encouraged.



The digital marketing industry's fast-paced and ever-evolving nature demands a proactive and informed approach, coupled with a commitment to personal and team well-being. By adopting some of the strategies shared by Lily, agencies can navigate these challenging waters with greater ease and resilience, ensuring they remain at the forefront of industry developments while also taking care of their most valuable asset—their people.

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