Feast & famine: how to break the agency curse

Ah, the dreaded feast and famine cycle. If you’ve been running an agency for any amount of time, you’ll know exactly what I’m talking about.

One minute, you’re drowning in projects, barely finding time to breathe. The next, your pipeline looks worryingly sparse, and you’re left wondering where the next big client is going to come from.

We get it. As an agency ourselves, we’ve ridden that rollercoaster more times than we’d care to admit. The feast feels great—clients are coming in, deadlines are hitting, and everything’s moving fast.

But when things go quiet, it can feel like you’re stuck in limbo, waiting for that next wave of work to come crashing in. It’s stressful, but the good news? There are ways to break the cycle.

Here’s how we’ve learned to navigate those inevitable highs and lows and how you can too.

1. Be proactive, not reactive

We’ve been there—during those “feast” moments, you’re buried under work, and the thought of reaching out for new business feels impossible. But trust us, if you only start chasing leads when you hit the famine, it’s already too late.

The key is to always be proactive with your business development, not reactive. Dedicate time every week, no matter how busy you are, to nurture leads, network, and keep that pipeline flowing.

It doesn’t have to be a full-on sales blitz—small, consistent efforts go a long way in keeping the work steady. Think of it as sowing seeds so that when one project wraps, you’ve got another one ready to go.

2. Offer retainer packages

We’ve found that relying solely on project-based work is a recipe for those famine months. The solution? Retainers. They’re like the holy grail of agency work—predictable income, ongoing relationships, and less scrambling when things slow down.

We’ve helped many of our clients see the value in ongoing support rather than a one-off project. Whether it’s maintenance, marketing, or regular creative services, having those retainer clients means you’ve got some stability in the bank, and your clients get a partner who’s always there when they need you.

3. Diversify your client base

One big whale client might feel like a dream when they’re throwing projects your way, but it can quickly turn into a nightmare if they disappear. We’ve been there—learning the hard way that having all your eggs in one basket is a dangerous game.

Instead, aim to diversify your client base. A mix of big projects and smaller, regular clients gives you more stability and less reliance on any one source of income. It’s like financial security 101 for agencies—diversification isn’t just for stock portfolios.

4. Build a solid content strategy

Content marketing keeps your agency front-of-mind and brings in leads without you having to chase them down. Blogging, case studies, whitepapers, podcasts—whatever suits your style—position your agency as an expert in the industry and builds trust with potential clients.

We’ve found that putting effort into our own content marketing (yes, even when we’re busy) has been a massive help in keeping the pipeline full. People come to us because they’ve already seen our work, read our insights, or heard us talk about what we do best. It’s like passive lead generation—set it up, and let it work for you.

5. Don’t be afraid to say no

One of the hardest lessons we’ve learned is the power of saying no. During feast times, it’s tempting to take on everything that comes your way, even when you know it’s going to stretch your team too thin. But burnout isn’t a strategy for long-term success.

We’ve found that saying no to the wrong clients or projects means we’re more focused on delivering our best work to the right ones. It also leaves room for the projects that align with our strengths, values, and long-term goals.

6. Focus on long-term relationships

Repeat clients are the unsung heroes of agency life. Building strong, long-term relationships with your clients is the antidote to the feast-and-famine curse. It’s easier (and cheaper) to keep existing clients than to find new ones, so nurturing those relationships is key.

How do we do it? By being a partner, not just a provider. Regular check-ins, going the extra mile, and offering ongoing value make us more than just a vendor to our clients—we become a trusted part of their team. And that trust keeps the projects coming.

Summing up…

Feast and famine is the reality of agency life, but it doesn’t have to define your business. By staying proactive, diversifying your clients, and building long-term relationships, you can smooth out those bumps in the road.

And remember, we’re in this together. As an agency, we know the struggle all too well. But with a little planning, consistency, and a dash of creativity, you can ride the wave and come out stronger on the other side.

Need some help with your next big project? We’re proud to be the agency’s agency. Let’s chat.