Agency HR Update: Creative Hires and the Fully Remote Model -

Anna Hogan, VP-Accounts and Strategy, Grow

For the team at agency Grow, managing talent within the experiential marketing landscape today is about finding people who are “exceptionally versatile.” In fact, it’s a guiding principle of the team’s hiring strategy.

By leaning into creative roles and creative problem-solving skill sets, Anna Hogan, vp-accounts and strategy at Grow, says new hires are better equipped for the unique challenges in this space—mainly, that every project is “custom-built,” and each brand, product or campaign, “demands a distinct set of deliverables designed to create standout, immersive experiences.”

“What also sets experiential apart is the emotional intelligence required. Success often hinges on intuition, energy and collaboration,” Hogan says. “That’s why building a culture that nurtures joy in the creative process is so critical.”

Here, we explore more talent and hiring trends with Hogan in our quarterly agency HR update.

Where are you finding the most success in nurturing junior talent?

The most impactful growth happens when we involve them throughout the entire process, from RFP to execution. By exposing them to every stage of the work, we ensure they have opportunities to take ownership of key tasks, all while providing the guidance and oversight they need to thrive.

Our junior team members are not just observers—they’re active participants. They sit “at the table” alongside agency founders and senior leaders, contributing to ideation and creative problem-solving.

Additionally, we make sure to bring junior teammates on-site for events. While working behind the scenes is crucial, it’s the hands-on experience in the field where real growth happens. Being present at live events allows them to gain a deeper understanding of the work and witness firsthand the impact of their contributions.

What are some organizational trends you’re seeing right now?

As in-house marketing teams continue to downsize, we’re seeing a rise in demand for smaller, nimble creative teams that can seamlessly plug into projects. These “mini” teams are becoming a go-to solution for brands needing flexibility and speed without sacrificing quality.

Another trend is the increasing demand for multi-hyphenate creatives—individuals who can both manage and execute on various aspects of a project. These versatile talents are particularly valuable in experiential campaigns, where efficiency and adaptability are key.

Lastly, there’s a noticeable surge in competition for top-tier talent across the industry. To stay ahead, agencies are adopting a more proactive approach to recruiting, ensuring they’re not just reacting to staffing needs, but consistently identifying and securing fresh, high-caliber talent.

How are you managing remote work?

After the pandemic, Grow transitioned to a fully remote model, which allowed us to tap into a wider talent pool and attract top-tier professionals seeking more flexibility in their work-life architecture. Our team is now based in the Bay Area, as well as in cities across the U.S., and even internationally. Our policy is straightforward: Work from wherever you feel you can do your best work, while also staying fully accessible to the team and, of course, our clients.

While remote work offers great flexibility, we prioritize in-person connection whenever possible. We actively create opportunities for smaller group meetups tied to client activations, new business initiatives or spontaneous team gatherings. For us, it’s essential to find meaningful ways to connect as people—not just as coworkers—outside the digital space.

Image Credit: iStock/anilakkus