What London Agencies Can Learn from Midlands Teams (and Vice Versa)

The London agency scene is fast-paced, competitive, and often seen as the epicentre of the UK’s creative industries. But here’s the thing — London doesn’t have the monopoly on great work.

Across the Midlands, agencies are carving out their own space: building bold brands, delivering high-impact campaigns, and shaping some of the most exciting creative talent in the country.

As recruiters working across both regions, we’ve had a front-row seat to how these two creative hubs operate — and there’s a lot they could learn from each other.

💡 What London Agencies Can Learn from Midlands Teams

1. Agility Without the Drama

Midlands agencies tend to be leaner, more agile, and less burdened by bloated processes or layers of sign-off. That means faster turnaround times, more room for experimentation, and a genuine sense of team ownership over projects.

💬 Takeaway: Agility fosters creativity. Strip back the red tape where you can.

2. Creativity Thrives Outside the M25

There’s a quiet confidence to Midlands creativity. Teams are building brilliant work without the pressure to “be seen” — which often leads to more authentic storytelling and braver brand work.

💬 Takeaway: Great ideas aren’t postcode-dependent. Look beyond your bubble — and maybe beyond your usual talent pool.

3. Talent Stays Longer

Retention in Midlands agencies often skews higher. Why? More sustainable cultures, less burnout, and opportunities for genuine progression without the constant churn.

💬 Takeaway: You don’t need beanbags and beer fridges to keep people. You need purpose, clarity, and respect.

🔁 And What Midlands Agencies Can Learn from London

1. Confidence to Shout Louder

London agencies are unapologetic when it comes to talking about their wins — from new hires and client pitches to campaign success. Midlands agencies, while doing incredible work, can be a bit more modest. Time to own it.

💬 Takeaway: Don’t wait to be noticed. Promote your people, projects and personality — loudly and proudly.

2. Proactive New Biz Hustle

London agencies often invest heavily in new business — from content and PR to awards and lead gen. That proactive approach keeps their pipeline full and their profile high.

💬 Takeaway: Even if your work is top-notch, clients won’t come knocking unless you’re visible.

3. Diversity of Talent (and Clients)

London’s sheer scale gives it access to a wider pool of clients and creatives from every walk of life. Midlands agencies are making great strides, but there’s room to push harder on diverse hiring, inclusive storytelling, and broadening briefs beyond the usual suspects.

💬 Takeaway: Build a talent strategy that reflects the audience you're creating for.

🚀 The Sweet Spot? Learning From Each Other

The best agencies — in any region — are those that keep evolving. What if London’s ambition and visibility met the Midlands’ agility and grounded creativity?

There’s no need for a North vs South rivalry here. Just an opportunity for mutual respect, shared learning, and maybe… a few strategic hires in the opposite postcode.

📩 Looking to build your dream team — or find your next role — in London or the Midlands? We’ve got you covered.