Birds of a Feather Flock Together: Culture Doesn't Happen by Accident
Celebrating TPG’s 12th Anniversary
Over The Peacock Group’s first 12 years, we've learned that a strong company culture isn't built in the moments we're working on client projects—it's fostered in the moments we invest in each other.
As a hybrid strategic communications firm with team members living across Arkansas, we can't rely on water cooler conversations in a shared breakroom to create connection. Instead, we've made it a priority to be intentional about celebrating wins, recognizing great work and creating opportunities to come together.
Fanning our Flock
Collecting PRSA Silver Anvil Awards in New York City
At the core of our company culture is celebrating our team. We do this by starting our Monday all-team meeting by recognizing wins from the prior week. People highlight their client successes – earned media placements, events executed, big ideas and more – while also recognizing their teammates who supported them. By starting with wins instead of workload, it sets the tone that every success, big or small, is worth celebrating.
We expand on this goal with one of my favorite traditions, our Storyteller of the Season recognition. Before we come together for our quarterly in-person brainstorm sessions, team members nominate a teammate who has gone above and beyond during the quarter before. As CFO (Chief Fun Officer), I have the privilege of reading all of the nominations aloud during the meeting, and surprising the recipient with a gift card to one of their favorite places. It's a simple way to ensure appreciation comes from peers, not just leadership.
We also keep a running list of everyone's favorite snacks, drinks, restaurants, DQ Blizzard flavor (we take our ice cream seriously at TPG!) – lovingly called the TPG Encyclopedia. Whether it's an unexpected coffee gift card during a busy week or a favorite sweet treat showing up at just the right time, those small, personalized moments remind our team they're seen and valued.
Where Ideas and Friendships Take Flight
We’ve also discovered that the best connections happen when we step away from our laptops.
Fair Food Friday
To support our Core Value of Intentional Growth, we provide continued education opportunities to every team member every other year. One year, team members are given a conference budget and asked to identify an industry conference that will support their professional goal. From Charleston and New York to Denver and beyond, we’ve allowed our team to experience new cities, invest in their skills and make connections with each other and colleagues from around the country. When they return, they’re asked to share what they learned with the rest of the team so we can all benefit.
TPG Retreat
In the alternate year, we host a TPG retreat where we meet up in a new city, have fun team building activities and bring in speakers to host deep dive conversations and instructional time. At our inaugural retreat in Hot Springs in 2025, we did an enneagram workshop where we learned our work styles, feedback preferences and how we like to be recognized; and brought in an AI expert who explored how we can implement new technologies ethically. Beyond these amazing speakers, I enjoyed recognizing everyone with a TPG Superlative and ending our time in the Oaklawn Winner’s Circle following our TPG-sponsored race, The Storyteller Sprint.
We also sprinkle in lighter moments throughout the year. From our annual Fair Food Friday outing to birthday celebrations, painting classes, bowling, mini golf and more, we look for any opportunity for a little “friendly” competition and fun time spent together. (Denver is also a foodie, so eating out and sharing all the apps at the newest restaurant is always an added bonus!)
Whether we’re at a large industry conference, around a table or on the ferris wheel, taking time to step outside the office, invest in our skills and enjoy some fun bonding experiences along the way has helped strengthen our team dynamic and relationships.
These initiatives aren't just fun extras. They’re business investments that help reinforce trust, collaboration and the sense of belonging that's essential to a high-performing team. And in a hybrid workplace, those moments of intentional connection matter even more.
At TPG, we know that great work starts with great people. By investing in a culture where every member of the flock feels connected, appreciated and empowered to strut their stuff, we’re creating a team that can bring their best work—and their unique flair—to the table, no matter where they're logging in from.
