Everywhere you turn in the agency world (and corporate world more broadly), senior talent seems increasingly buried under an avalanche of administrative tasks - emails, status meetings, and repetitive reports - and it seems to be getting worse and worse with each passing year. I’m calling this trend the "adminification" of work, and it's draining both morale and profit from most agencies.

It’s hard to believe we're already halfway through January. It's better late than never to set goals for 2025 and define the initiatives for the year. Below are a few unconventional yet high-impact strategies to focus on in 2025 (in no particular order). These are all items that, when done correctly, can provide a surprising amount of value and help strengthen your org and team.