WFH vs back to the office; what’s the impact on creativity?

While the last lockdown may feel like a distant memory, the pandemic has had a deep and lasting impact on how we approach work. 

Though many positive changes have emerged, such as a heightened appreciation for work-life balance, a binary narrative has taken hold; fewer days in the office signify a healthier culture, while more days in the office imply a more draconian one. 

The pandemic has had a deep and lasting impact on how we approach work. 

A recent KPMG CEO Outlook survey revealed that nearly two-thirds of bosses believe that workers will return to the office five days a week within the next three years. As the advertising industry gravitates towards a modal three days a week in the office in 2024, it’s crucial to examine the potential long-term costs and benefits.

Above: A good work-life balance is important, and comes at no cost to an agency. Or does it?  

The limitations of binary thinking 

The argument for fewer days in the office is that it’s been proven to work. If people get a better work-life balance then what’s the harm? Especially as, on the face of it, it costs agencies nothing to implement. 

We are in the age of collaboration to such an extent that actually talking about collaboration makes many of us yawn.

And therein lies the mistake. The longer term cost for agencies and their employees will be pretty high, especially in a creative industry where delivering exceptional and innovative ideas are paramount. As a creative industry we owe it to ourselves, our clients, our bottom line and, given the outstandingly fast development of generative AI, our very survival, to deliver the best possible creative product. This means creating ideas that haven’t been seen before and that are truly magical, both culturally and commercially.

Collaboration 

So, how do we create these ideas? Thankfully, the days of strategists locking themselves away for weeks to think great thoughts are well and truly over. We are in the age of collaboration to such an extent that actually talking about collaboration makes many of us yawn. It’s such an obvious way to work. 

And yet, collaboration is vital because creativity thrives on it. But the shift to remote work has posed challenges. The best collaboration happens when the whole team -  regardless of discipline or level - can build on each other’s ideas until something that’s so right, but so unexpected, is born. 

Above: Video calls can appear to be collaborative, but aren't the same as in-person communication. 

It’s not always easy, but it’s exciting. There is, inevitably, a bit of energetic talking over each other, but all for the common goal. And, as we all know, when we’re having these sorts of conversations there’s a great sense of momentum. It's probably one of the very best things about our industry.  

Deep down we all know these conversations don’t happen on Zoom, or any other video conferencing platform. Because, while video conferencing appears to be collaborative - everyone has their equal onscreen thumbnail and could, theoretically, speak when they want, if you interrupt someone on Zoom it just comes across as rude.   

Conversations where the magic happens aren't always scheduled.

What's more, conversations where the magic happens aren't always scheduled. They often happen in more informal settings than in prescribed meetings, like when you're waiting for a coffee, or when you pop in to see a member of your team about something completely different. Sometimes they’re iterative, relying on a number of different conversations with a number of different people happening at different times. 

And, obviously, all of this is only possible when we’re together. 

Above: Conversations are where the magic happens. 

The vibrancy of workplace culture 

Aside from the challenges for our creative output, there is a personal cost to being apart. Challenges or questions which are easily and quickly solved when we’re together are more likely to rest on one person's shoulders when we're not, creating stress and anxiety.  

It’s the future of our business that disproportionately loses out. Younger professionals in particular may be more  likely to worry about what to do when faced with an unforeseen challenge or question. This could lead to a downward spiral as their ability to build this experience is compromised if we’re all working from home. Especially as, while there is fantastic training run by bodies like the APG and IPA, we largely learn on the job by seeing others operate and chatting through bits we didn’t quite understand.  

While there is fantastic training run by bodies like the APG and IPA, we largely learn on the job.

I also believe working is a lot less fun when done at home. One of the great things about this industry is all the interesting people who work within it. You’ll never get to hear half of what they get up to or, if we’re honest, what they gossip about, if we work at home. 

This isn’t just a 'nice to have'. We can’t compete with many industries in terms of salary or package, but what we can absolutely nail is a vibrant, energising and fun environment. Losing that means we may well lose some of our pull in a hiring market which is already difficult.