At first glance, a career in PR might seem like a whirlwind of glamour – events, influencers, impressive campaigns, and travel. But behind every successful agency lies something far more important: agency culture.

A culture that gives space to make mistakes and to learn from them. A culture where every new team member can truly be themselves. A culture that celebrates not only awards, but also small, everyday wins.

What makes a strong agency culture?

Transparency and trust

There are no closed doors or unanswered messages here. A healthy agency culture is built on open communication, clear expectations, and mutual trust. That’s what turns colleagues into partners and managers into mentors.

Learning and growth are not just HR buzzwords

Mentorship programmes, trainings, and active knowledge-sharing are the foundation of our growth. We don’t wait for annual reviews to say someone is doing great – we show it every day.

Flexibility as a way of life

At Komunikacijski laboratorij, we take our work seriously, but we do it flexibly. Our offices adapt to people, not the other way around. Remote days, breakfast on the terrace, and pets’ office visits are all part of our reality. Happiness doesn’t happen in isolation; it thrives in balance.

We don’t measure growth in numbers alone

From 13 to 24 people – we’ve grown. But we don’t celebrate the headcount. We celebrate the fact that people want to stay.

Every new colleague doesn’t change our culture, they enrich it. Growth isn’t just about revenue and clients; it’s also about new ideas, healthy habits, and friendships that last beyond the workday.

Healthy & Happy – a project that lives through people

A strong agency culture doesn’t happen by accident. Project Health & Happy was born from the desire to make the workplace a source of energy, not stress.

From healthy lunches and workshops with nutritionists and psychologists to internal newsletters and creative hangouts, this culture is something we live every day.

Our first Cannes Lion? The result of everything above

Winning a Cannes Lions award is a dream come true for a Croatian PR agency. But what matters most is why we won it. We didn’t “play the game” – we believed in the message. We had the freedom to express ourselves and an environment that empowered us to do so.

The award came naturally – because everything else was already in place.

What does agency culture mean for clients?

  • Faster problem-solving
  • Stable teams that don’t change every few months
  • Authentic ideas, not copy-pasted global trends
  • People who care about results – not because of KPIs, but because they genuinely care

The greatest result? People who stay.

At the end of the day, we can count campaigns, awards, and pitches. But what makes us proudest? When our assistants become consultants. When colleagues take on new responsibilities. When someone says, “This is the place in which I feel good.”

Agency culture isn’t the result – it’s the reason behind every result.