The Covid-19 pandemic has turned both the business and our personal lives upside down. When looking at the ad industry, some may claim that it has helped reduce distractions and forced people to focus on more productive and healthier ways which could be a gentle awakening to our industry that living a somewhat “balanced” lifestyle is possible.
Others may argue that Covid-19 caused logistical issues especially for strategic planners and creatives who need to work in such close proximity to each other, that it has affected the company culture directly where the days of a face-to-face debate, a quick brainstorm, a round of kicker or a couple of beers during an all-night pitch session are no longer. There are also opinions that clients don’t get as much attention as they have in the past.
There are enough psychological studies which prove that physical human interaction sparks the brains activity to operate on a higher level and that it cultivates big creative ideas and innovation.
Studies also show that interaction at work provides a purpose to many where they have an urge to “belong”. Personally, I thrive in a face-to-face environment and enjoy being part of the driving force culturally, but I do believe that for agencies there is a tale of two offices, and both play a differentiated and important role in ensuring optimal work.
The companies who are going to win in the “new normal” are those who grant their employees the liberty and trust to make the choice based on their needs to think, execute, manage and innovate. If planners decide to spend half the day in a coffee shop people watching to grab human insights, let them. If creatives prefer to setup brainstorms at bars opposed to a boardroom — they should be allowed.
My personal preference, and opinion is, WFH should be used to focus, think, conceptualise and plan accordingly.
My time “in the shop” should be used for team reviews, collaborative work — especially pitches, brainstorms, innovation sessions and having the heavier, sometimes more sensitive discussions with team members. It should go without saying that agency time should also be used to enjoy the company of the crazy, weird and super smart individuals over a coffee or a couple of beers.
