We sent our entire agency to the zoo. And your campaigns just got smarter.

Every year, Crowley Webb does something that probably makes some agencies scratch their heads: we close our doors for a full day. No client meetings, no pressing deadlines, no urgent emails (okay, fine, one or two). Sacrificing a day of billable time might seem like madness, but on Monday, May 12, our entire agency packed our bags and headed straight for the Buffalo Zoo.

If you caught our Instagram stories (and if not, seriously, what are you even doing? Give us a follow!), you saw the adorable giraffes and polar bears. You also saw a pack of Crowley Webbers enjoying a beautiful spring day. But beneath the surface of fun and frivolity, this wasn’t just a field trip. It was a calculated move to make our hard work work even harder. It’s how we invest in the healthy bonds that drive our best work. Think of it as strategic team building, with an armadillo in the mix.

The unconventional logic of breakthrough ideas.

Here’s the big secret: when your team builds strong relationships – dare I say, genuine friendships – the work gets better. Like, a lot better. Countless studies on psychological safety in the workplace prove it’s the MVP of team success, even more than individual brilliance. Why? Because when people feel safe, they’re actually willing to be vulnerable. They speak up, they share those half-baked ideas that might just be genius, they take calculated risks, and judgment takes a backseat to collaboration. When you’re comfortable being a little wild, that’s when breakthrough thinking truly happens. And what better place to unleash our inner marketing beasts than, well, the zoo?

Our CEO gave us permission to “fail” (kind of).

Our fearless leader, Tricia Barrett, kicked off the day with a State of the Agency address, emphasizing the importance of a Growth Mindset. In an industry currently navigating the brave new world of AI, economic rollercoasters, and consumer behavior shifts that are more fickle than a chameleon, challenges are basically our daily norm. But Tricia urged us to see them as opportunities. She didn’t exactly encourage us to fail (we’re still laser-focused on your success, promise!), but she absolutely gave us permission to take smart risks, experiment, and test new approaches to unlock next-level performance.

Creativity: not just for people who can draw a tiger.

Next up, Dr. Gerard Puccio, PhD, pulled back the curtain on creativity. Spoiler alert: it has absolutely nothing to do with your artistic ability. Creativity, as Dr. Puccio explained, is simply thinking in new ways and generating novel ideas. And it’s not some mystical gift; it’s a skill we can all hone. To my fellow non-art directors out there, permission to feel vindicated: yes, you are creative too!

Dr. Puccio guided us through the art of intentional creative thinking, stressing the necessity of separating divergent thinking (big-picture brainstorming, where no idea is too silly) from convergent thinking (assessment and execution, where we make it actually work). This methodology is invaluable for generating truly innovative ideas for our clients before we refine them into actionable, needle-moving strategies. Even our wonderfully pragmatic compliance team was buzzing with new ideas!

Colors and communication, oh my!

Beyond the brainy stuff, our retreat is truly about deepening connections. So, after a hearty lunch, we dove into a fascinating personality assessment. Each of us was assigned a color (red, blue, white, or yellow) based on our core personality types. Learning how to best relate to differing “colors” wasn’t just fun; it was like getting a cheat sheet for harmonious collaboration.

As a proud red, I appreciate directness, efficiency (let’s not waste time, mmkay?!) and taking the lead. But I genuinely thrive working with yellows who inject endless fun, blues who build incredible relationships, and whites who bring the zen (yes, please). When we truly understand and appreciate these diverse strengths, collaboration comes naturally. These aren’t just colleagues; they’re friends. And when friends work together, friction melts away, allowing for open dialogue, bolder ideas, and a seamless project flow. The dream, amiright?!

Stronger bonds, smarter work.

The day culminated with a good old-fashioned scavenger hunt at the zoo – a chance to put our newfound color knowledge and collaborative muscles to the test in a less-than-traditional setting. This seemingly lighthearted activity further cemented our bonds and underscored the power of teamwork.

At Crowley Webb, we firmly believe investing in our people is the best investment we can make. Our annual agency retreat was more than just a day off; it was a powerful commitment to fostering stronger relationships, igniting creativity, and empowering our team to think bigger, bolder, and yes, sometimes a little wild. We came back energized, unified, and ready to continue exceeding your expectations.

So, ready for us to unleash our smarter, wilder thinking on your next campaign?

Let’s chat