Creating Software and Culture at Your Agency with Zack Spear
Key Takeaways
- Hire versatile team members over single-skill specialists for organizational flexibility
- Prioritize cultural alignment and genuine passion for the work over credentials
- Use test projects during hiring to assess fit before committing to full employment
- Address organizational pain points by developing custom internal tools
Zack Spear, co-founder of ICS Creative Agency in New Brunswick, Canada, joins the Agency Journey podcast to discuss how he and his partner Mike Capson built a fast-growing agency by emphasizing culture and developing internal software tools.
Hiring for Versatility and Culture
ICS Creative Agency takes a different approach to hiring than most agencies. Rather than looking for specialists who excel at one narrow skill, Zack hires people who are good at multiple things. This gives the team flexibility to adapt as client needs change and makes it easier to scale without creating silos.
More importantly, Zack emphasizes cultural fit above all else. The team is slow to hire, taking time to sift through applicants and identify people who genuinely want to be there because they love the work. The difference between someone who is passionate about the agency’s mission and someone who is just collecting a paycheck shows up in every client interaction and every project.
Test Projects Before Full Commitment
Before bringing someone on permanently, ICS uses test projects to evaluate real-world fit. This gives both the agency and the candidate a chance to see how the working relationship feels in practice, not just in an interview setting. Candidates get a taste of the culture and work style, while the team can assess skills, communication, and attitude under real conditions.
This approach reduces bad hires significantly. An impressive resume does not always translate to a great team member, and a trial period surfaces issues that interviews alone cannot.
Building Internal Software
As ICS grew, Zack noticed pain points in their operations that off-the-shelf tools did not solve. The agency was not big enough for a full HR department, but they needed an easy way to track employee time off and give employees visibility into pay stubs, remaining days off, and other benefits information.
Rather than settling for a solution that did not quite fit, they built custom internal tools. These tools addressed their specific needs and reflected the culture of transparency and employee care that Zack had cultivated. The software became a tangible expression of the agency’s values.
Recognition and Appreciation
Zack emphasizes that recognition drives retention. At ICS, the team actively appreciates good work and celebrates wins. This is not about grand gestures - it is about consistent, genuine acknowledgment that makes people feel valued. Combined with their thoughtful hiring process and transparent tools, this approach to recognition has helped ICS maintain low turnover and a strong team culture as they grow.