"It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change."
Us agency folk like to think of ourselves as forward-thinking, and we constantly extol the virtues of new technology to our clients. However, we are also an industry steeped in nostalgia, and many of us gaze back through rose-tinted glasses at the bygone eras of mythologised titans like Bernbach and Ogilvy.
Media has undeniably morphed into a different animal since the advent of digital, but how much has the way we work actually changed?
Will Covid-19 prove to be the catalyst for positive evolution?
Historically, many media and performance agencies have enjoyed a heavily office-centric culture and ways of working. While flexi working has always been a popular perk, many of us still relied on in-person collaboration and communication.
However, over the past few months, we have all been thrown into a new norm and have had to get to grips with it at lightning speed. As a result, many have fully embraced the new methods intrinsic to working from home and this enforced period of remote working has proved to be a surprisingly successful launch pad for a new working model for many businesses, with agencies being no exception.
With less face-to-face time available with clients, agencies may move towards regional, or even offshore, options. More flexible and remote working, could provide the catalyst that has been needed to accelerate the industrys inclusiveness. Many agencies will not solely consider a London based work-force but employ those from various geographical locations, and also different lifestyles than before. It could be more realistic for working parents or those with disabilities that are unable to travel, for example to re-enter the job market and work either full or part time from home.
This change will hopefully enable ad land to be less of an echo chamber and benefit from greater diversity, making it more representative of the wider population and thus more effective at communicating with them.
Will flexible ways of working lead to greater creative output?
The daily grind of commuting and rigid work schedules can strip creative headspace for some. This new norm may lead to not only greater creativity in our actual work, but also creativity around how we work; exploring new approaches and ways of working which may lead to even better output. We have the freedom to figure out what works for our businesses to get to where we want to be, without restriction. Lockdown has forced agencies to introduce huge operational shifts across strategies, lines of communication, approach, and implementation, and in some cases look at the business as a whole - flexing or scaling back accordingly.
We have the opportunity to ask ourselves, what will be the very best way to approach things and act accordingly, without an accepted norm limiting this.
We have also had to ask ourselves; do we still have the correct product offering for the new market and our clients, or do we need to expand in certain product lines or service offerings?
At the start of the pandemic we spoke to many of our clients about tech innovation to support their businesses as they adapted to consumers new priorities, and quickly developed a proposition with our voice agency Rabbit & Pork for clients to use to support their call centres, automating responses to simple questions, enabling customer support staff to focus on more complex queries.
We are increasingly talking to clients about more project based work and are seeing great success in our web development & design agency Kitty, with many brands focusing on developing their website either to offer more information to users who are conducting more research during this period of uncertainty or those who are looking to drive more revenue from their website, particularly if they have bricks & mortar real estate. We are continuing to adapt our offering ; joining forces with tech partners and digital transformation companies to deliver end to end for our clients.
We saw a shift in C-suite focus between Q1 and Q2 of this year, with CFOs at the start of the year focusing on cost cutting and where possible minimising the pandemics impact to their business whereas the focus in Q2 was to increase their revenues after lockdown; albeit with a now different business shape.
Those agencies best positioned to survive (and thrive) are those nimble enough to flex their operating models to meet the rapidly changing needs of clients and revised focus. Due to our strong partnerships with our clients we have been able to provide flexible commercial arrangements to support our clients through difficult periods of the pandemic, ensuring continuity of agency service.
In order for us to do this we needed to take a look at our margins, and where we are able to be flexible; naturally this is focused around cost base reduction. A central London office that used to house 70 members of agency staff may not be necessary in totality for a year or more. We have seen tech giant Google allowing their staff to work from home until at least July 2021. This coupled with increased productivity from having a more flexible ratio of working from home and working from the office means that we are seeing more tasks being accomplished in the same number of hours.
There will still be requirements for collaborative in-person working, however a huge amount can be completed with a well planned out virtual team meeting and were encouraging our staff to think ahead of meetings, as well as during to ensure proactive outcomes.
Added value for us now is as much about using the time that was spent commuting, or travelling longer distances for meetings to improve our processes for collaborative virtual working, with increasingly more creative ideas of how we can work for and with our clients. Quicker more regular contact with our clients has enabled us to truly be partners with our clients, perhaps more so than before.
Jessica Hollingbery, associate marketing director, TIPi Group
// Featured in this article
TIPi Group is an award winning network of specialist digital agencies. Our agencies are built on performance and profitability and share an ambition to use the power of digital to shape the future.
Read the rest here:
- Woke Comes Back to Bite the Darwinists and They Deserve It - Walter Bradley Center for Natural and Artificial Intelligence - January 11th, 2022
- Confusing Artificial Selection with Darwinism - Discovery Institute - January 11th, 2022
- Is Darwinism a Theory in Crisis? - Discovery Institute - October 20th, 2021
- DNA Energy Code: Survival of the Fittest Phenomenon Is Only Part of the Evolution Equation - SciTechDaily - February 20th, 2021
- Remembering Tom Bethell: Wordsmith of Courage and Controversy - KMJ Now - February 20th, 2021
- A True Portrait of Tom Bethell - Discovery Institute - February 20th, 2021
- Iconoclast: Farewell to Tom Bethell - Discovery Institute - February 20th, 2021
- What Is Mutual Aid? | How to Get Involved in the Community Movement - MarieClaire.com - February 20th, 2021
- Random Evolution Doesn't Produce Algorithmic Functions in Animals - Walter Bradley Center for Natural and Artificial Intelligence - February 20th, 2021
- One People, One House: The truth about race IS there is no race - masslive.com - February 20th, 2021
- Darwin's theory of evolution got us thinking about our understanding of God, says Bharat Jhunjhunwala - Free Press Journal - February 11th, 2021
- Darwin and Race: Three Strikes, He's Out - Discovery Institute - February 11th, 2021
- DigiPlus Conclave: Optimism and imagination are key approaches for dealing with technology - ETBrandEquity.com - February 11th, 2021
- Jonathan Wells: Scientific Revolutions and Counter-Revolutions - Discovery Institute - February 11th, 2021
- Past and prologue: Engaging with our history | Columnists | eastoregonian.com - East Oregonian - February 11th, 2021
- Excerpt: Darwinism and Design - Discovery Institute - December 5th, 2020
- Darwin's Finches: Galpagos Islands as an Evolutionary Model - Discovery Institute - December 5th, 2020
- Alfred Russel Wallace: Shedding Light on Darwin's Shadow - Discovery Institute - September 8th, 2020
- Darwinism Paved the Way to Our Perilous Cultural Moment - Discovery Institute - August 11th, 2020
- Ignoring the Obvious: Convergent Evolution in Strickberger's Evolution - Discovery Institute - August 10th, 2020
- Darwinism - Wikipedia - August 6th, 2020
- Darwinism | Definition & Facts | Britannica - August 6th, 2020
- An Evolution Definition of Darwinism - ThoughtCo - August 6th, 2020
- Social Darwinism - HISTORY - August 6th, 2020
- Darwinism 2048 | Addicting Games - August 6th, 2020
- How Darwin Shaped the Young Joseph Stalin - Discovery Institute - July 27th, 2020
- social Darwinism | Definition & Facts | Britannica - July 21st, 2020
- Darwinism Would Fare Poorly Against Pandemics - Discovery Institute - July 11th, 2020
- On "Darwinism" - Scientific American Blog Network - June 9th, 2020
- Darwinism Quotes (148 quotes) - Goodreads - June 9th, 2020
- Darwinism in full play as the pandemic rages - Deccan Herald - June 9th, 2020
- Behe Vindicated Again: Sherpas Climb Everest Easier, Because Darwin Devolves - Discovery Institute - June 1st, 2020
- 52 ideas that changed the world - 49. Ecology - The Week (UK) - June 1st, 2020
- Sickle Cell, Darwinism, and COVID-19: Is My Life Worth Less Than... - Sickle Cell Anemia News - April 27th, 2020
- What Is Darwinism? - ThoughtCo - April 24th, 2020
- 'Kiss the Son, lest He be angry' | Columns - Weatherford Democrat - April 12th, 2020
- Darwinism: Survival without Purpose | The Institute for ... - April 2nd, 2020
- As Netanyahu and Gantz prepare for unity, social Darwinism is at the gates - Haaretz - April 2nd, 2020
- Culling the old & weak: Eugenics and social Darwinism rear their ugly heads in the Covid-19 pandemic - RT - April 2nd, 2020
- How Emily Dickinson Wrestled with Darwinism - JSTOR Daily - March 21st, 2020
- VIDEO: The Unholy Trinity Atheism, Feminism and Darwinism - 5Pillars - March 9th, 2020
- Was Darwin wrong about 'survival of the fittest'? Collaboration may be just as natural as competition - Genetic Literacy Project - January 30th, 2020
- Darwin on Trial As Fresh and Relevant as Ever - Discovery Institute - November 8th, 2019
- Your Witness, Mr. Johnson: A Retrospective Review of Darwin on Trial - Discovery Institute - November 8th, 2019
- Bible revelation: Richard Dawkins reveals Charles Darwin theory for Noahs Ark - Express.co.uk - October 16th, 2019
- Pop Social Darwinism in Contemporary American Capitalist Society: the Marketization of Che as Individualist Symbol - CounterPunch - October 8th, 2019
- Darwinism | biology | Britannica.com - April 20th, 2019
- Darwinism - New World Encyclopedia - April 20th, 2019
- An Evolution Definition of Darwinism - thoughtco.com - April 20th, 2019
- Social Darwinism - Wikipedia - April 20th, 2019
- social Darwinism | Definition & Facts | Britannica.com - March 6th, 2019
- Urban Dictionary: Darwinism - March 6th, 2019
- Darwinism - Free online games at Gamesgames.com - December 27th, 2018
- Challenge B Origins Six More Summers - October 5th, 2018
- What is Social Darwinism - AllAboutScience.org - August 24th, 2018
- Pseudo-scientific racism and Social Darwinism | South ... - August 24th, 2018
- The Politically Incorrect Guide to Darwinism and ... - August 19th, 2018
- Challenge B Origins | Six More Summers - July 2nd, 2018
- Neo-Darwinism - Wikipedia - June 23rd, 2018
- Social Darwinism: The Theory of Evolution Applied to Human ... - June 8th, 2018
- Digital Darwinism (9780749482282) - Kogan Page - May 21st, 2018
- Nazi racial ideology was religious, creationist and ... - May 21st, 2018
- Marketing Darwinism | by Paul Dunay - May 8th, 2018
- What is Social Darwinism - Science - AllAboutScience.org - April 24th, 2018
- Digital Darwinism: How Disruptive Technology Is Changing ... - April 24th, 2018
- Social Darwinism: The Theory of Evolution Applied to Human Society - April 10th, 2018
- Darwin's Influence on Ruthless Laissez Faire Capitalism - March 26th, 2018
- What is Social Darwinism - March 22nd, 2018
- The Institute for Creation Research - March 22nd, 2018
- The Royal Society's Evolution Meeting: James MacAllister ... - March 22nd, 2018
- Darwinism: Survival without Purpose - The Institute for ... - March 19th, 2018
- How Darwinism Corrodes Morality: Darwinism, Immorality ... - March 16th, 2018
- Economic Darwinism | On the origin of crises by unnatural ... - March 16th, 2018
- The Imminent Death of Darwinism and the Rise of ... - February 24th, 2018
- FitzRoy, Captain of the Beagle, Fierce Critic of Darwinism - February 24th, 2018
- The eclipse of Darwinism - Wikipedia - January 26th, 2018
- Modern synthesis - Wikipedia - August 25th, 2017
- The Effect of Darwinism on Morality and Christianity | The ... - August 25th, 2017
- Darwinism and the Nazi race Holocaust - creation.com - August 25th, 2017
- 'Radical' new biography of Darwin is unreliable and inaccurate - New Scientist - August 25th, 2017