The Edge Blog

Many agencies are at a crossroads: growth requires more people, but labour costs are a major barrier. Sonnet’s recent survey found that 40% of agency leaders rank human resource expenses as very or extremely significant in expansion decisions. This blog explores flexible, lower-cost alternatives to building a local full-time team — and, critically, how to choose the right option for your agency’s stage and needs. From interns and freelancers to offshore teams and white-label partnerships, we unpack when and how each model delivers value without sacrificing quality or culture.

In digital agencies, where creativity, deadlines and client expectations collide daily, culture isn’t just a “nice-to-have”—it’s a strategic asset. This post explores why a healthy culture fuels creative performance, boosts collaboration, enhances retention, and ultimately drives better client outcomes. We unpack the core elements of a strong agency culture — including psychological safety, clear communication, trust, meaningful feedback, work-life balance and growth opportunities — and show how they translate into real agency success. By prioritising people, agencies can elevate both employee wellbeing and business performance.

By 2026, social media will account for an estimated 20.8% of all online retail sales — a figure that highlights a consistent shift in consumer behaviour rather than a sudden boom. Social platforms are increasingly becoming marketplaces in their own right, offering low-friction experiences from discovery to purchase. With nearly 95% of internet users active on social media each month, these networks are uniquely positioned to influence buying decisions in ways traditional ecommerce channels rarely can. In this blog, we unpack why social commerce matters in 2026, how consumer trust has matured, and what this means for brands aiming to stay ahead.