I have been in different agencies during my career. Although the people and process were different, there has been one consistent trait in all of them:
The best agencies live on winning.
Sometimes that might result in competitive cutthroat environment, sometimes to a more collaborative family one and sometimes something in the middle. The latter traits are more around based on the personalities of the people, but the obsession of winning is universal.
As I have been always juggling between business and creativity I have enjoyed the winning from both of the angles. And that is how it should be. Great agencies have a culture that enjoys both creative and business wins. It is everyone´s responsibility to
1. Winning creatively
Great agencies live on pushing the boundaries and moving the needle to right direction. Regardless of the department you are working, doing great work should give you the biggest satisfaction. And if it doesn´t, you are probably in wrong line of work.
2. Winning new business
You are either hunter or a farmer. Both are needed, but nothing gives more jolt to the balls (so to speak) to agencies than winning new business. It is also totally vital for the agency as you always lose some older clients despite how good you are. New business gives the biggest buzz in the agency and the culture should embrace it.
Culture of winning is also a culture of trying, failing and coming back up. Winning mentality does not always mean winning. It just means that every time you step up to the court, you give everything you got and try to win by all means necessary. If it results to losing, you just get back up and try again.
It does not matter how many times you will be knocked down. It is how many times you get up.