{"id":4453,"date":"2023-04-27T10:49:49","date_gmt":"2023-04-27T10:49:49","guid":{"rendered":"https:\/\/resourceguruapp.com\/blog\/?p=4453"},"modified":"2023-11-23T11:55:07","modified_gmt":"2023-11-23T11:55:07","slug":"ad-agency-work-life-balance","status":"publish","type":"post","link":"https:\/\/resourceguruapp.com\/blog\/agencies\/ad-agency-work-life-balance","title":{"rendered":"Work-life balance in ad agencies\u2014time to rebrand agency life"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">The advertising industry doesn\u2019t have the best reputation when it comes to work-life balance. It\u2019s notorious for its fast-paced, high-pressure environment, where tight deadlines and demanding clients are the norm.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cIt\u2019s agency life\u201d is the rationale behind the culture. You\u2019ll hear the term echo across the globe, from advertising and marketing agencies, to design and brand studios.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s so prevalent that it has its own hashtag, #agencylife, currently boasting 2.6 million posts on Instagram alone.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But does it have to be this way? Is there hope for happier, healthier cultures at agencies?<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">In this article \ud83d\udcd6<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/ad-agency-work-life-balance\/#Why-the-advertising-industry-struggles-to-achieve-work-life-balance\" >Why the advertising industry struggles to achieve work-life balance<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/ad-agency-work-life-balance\/#Feeling-the-burnout\" >Feeling the burn(out)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/ad-agency-work-life-balance\/#Balance-looks-different-for-everyone\" >Balance looks different for everyone<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/ad-agency-work-life-balance\/#Saying-goodbye-to-%E2%80%9Cthe-grind%E2%80%9D\" >Saying goodbye to \u201cthe grind\u201d<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/ad-agency-work-life-balance\/#From-overworking-to-working-responsibly\" >From overworking to working responsibly<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/ad-agency-work-life-balance\/#Unlearning-and-reshaping\" >Unlearning and reshaping<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/ad-agency-work-life-balance\/#Balance-is-better-for-the-bottom-line\" >Balance is better for the bottom line<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/ad-agency-work-life-balance\/#Time-to-rebrand-agency-life\" >Time to rebrand agency life<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Why-the-advertising-industry-struggles-to-achieve-work-life-balance\"><\/span><span style=\"font-weight: 400;\">Why the advertising industry struggles to achieve work-life balance<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Advertising is a demanding industry, there\u2019s no doubt about it. It\u2019s a creative, dynamic, and competitive field that commands constant innovation and adaptability from its employees.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The result is working long hours, late nights, and weekends\u2014none of which contribute to a healthy work-life balance.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But what are the real driving factors behind the culture?<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">The origin of agency life<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Remember the show Mad Men with its slick suits and booze-fueled brainstorming sessions? It was a pretty accurate representation of Madison Avenue in its heyday. Back then, ad execs made scenarios of hard work and high rewards look prestigious\u2014despite the unfavorable schedule.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And 70-something years later, while the suits and cigars have been replaced with coffee and keto bars, the late nights and working lunches are still firmly embedded in today\u2019s agency culture.<\/span><\/p>\n<div id=\"attachment_4459\" style=\"width: 953px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-4459\" class=\"wp-image-4459 size-medium\" src=\"https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/04\/Mad-Men-943x622.webp\" alt=\"Madison Avenue ad executive in the 1950s\" width=\"943\" height=\"622\" srcset=\"https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/04\/Mad-Men-943x622.webp 943w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/04\/Mad-Men-1042x687.webp 1042w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/04\/Mad-Men-1536x1013.webp 1536w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/04\/Mad-Men.webp 2048w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/04\/Mad-Men-943x622@2x.webp 1886w\" sizes=\"auto, (max-width: 943px) 100vw, 943px\" \/><p id=\"caption-attachment-4459\" class=\"wp-caption-text\"><em>Ivan Dmitri\/Michael Ochs Archives, via Getty Images<\/em><\/p><\/div>\n<p><span style=\"font-weight: 400;\">But as the perks have gone from first-class Pan Am tickets to pizza parties, the prestige is fading\u2014and it has been fading for quite some time.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So what\u2019s behind it all? Client needs, of course.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Clients come first<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">If you don\u2019t have any clients, you don\u2019t have any revenue, and if you don\u2019t have any revenue, you don\u2019t have an agency. It\u2019s simple math.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The problem is that clients have plenty of agencies to choose from, so if you\u2019re not at their beckoning call, they might go looking elsewhere.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Confirming the above, the <\/span><a href=\"https:\/\/setup.us\/marketing-relationship-survey-2022\"><span style=\"font-weight: 400;\">Marketing Relationship Survey 2022<\/span><\/a><span style=\"font-weight: 400;\"> from SetUp,<\/span><span style=\"font-weight: 400;\"> revealed that almost 40% of brands are thinking about switching agencies in the next six months.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-4458 aligncenter\" src=\"https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/04\/client-agency-relationship-671x671.jpg\" alt=\"\" width=\"671\" height=\"671\" srcset=\"https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/04\/client-agency-relationship-671x671.jpg.webp 671w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/04\/client-agency-relationship-711x711.jpg.webp 711w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/04\/client-agency-relationship.jpg 1500w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/04\/client-agency-relationship-671x671@2x.jpg.webp 1342w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/04\/client-agency-relationship-711x711@2x.jpg.webp 1422w\" sizes=\"auto, (max-width: 671px) 100vw, 671px\" \/><\/span><\/p>\n<p><span style=\"font-weight: 400;\">The problem? Misalignment.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As the study showed, agencies don\u2019t seem to be aware of the actual motivation behind clients leaving them, citing budget as the reason. When in reality, leadership changes and lack of strategic approach are the most common causes.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Perhaps the budget is just an excuse? A narrative told to agencies to avoid tough conversations? Truth or not, it doesn\u2019t help either party.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But <\/span><a href=\"https:\/\/www.aaaa.org\/4as-and-ana-agency-search-simplification\/\"><span style=\"font-weight: 400;\">a study from 4A\u2019s and ANA<\/span><\/a><span style=\"font-weight: 400;\"> shows, at least when it comes to the matter of <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/drive-project-success\"><span style=\"font-weight: 400;\">project success<\/span><\/a><span style=\"font-weight: 400;\">, that clients and agencies are mostly in alignment. In their study, they surveyed both agencies&#8217; and clients&#8217; views on different statements.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The statement related to project success read, \u201cClear criteria for success should be established and communicated to the agency.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">100% of both agencies and clients agreed with this statement.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-4457 aligncenter\" src=\"https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/04\/agency-vs-client-perspective-943x509.png\" alt=\"Agency and client perspective in 100% on project success\" width=\"943\" height=\"509\" srcset=\"https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/04\/agency-vs-client-perspective-943x509.png.webp 943w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/04\/agency-vs-client-perspective-1042x563.png.webp 1042w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/04\/agency-vs-client-perspective.png 1456w\" sizes=\"auto, (max-width: 943px) 100vw, 943px\" \/><\/span><\/p>\n<p><span style=\"font-weight: 400;\">So where do things go wrong? <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/outputs-and-outcomes\"><span style=\"font-weight: 400;\">Does the view of success change<\/span><\/a><span style=\"font-weight: 400;\"> along the way? Is there a lack of communication? Is the <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/what-is-project-scope\"><span style=\"font-weight: 400;\">project scope<\/span><\/a><span style=\"font-weight: 400;\"> unrealistic? Does something go wrong during <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/project-execution\"><span style=\"font-weight: 400;\">project execution<\/span><\/a><span style=\"font-weight: 400;\">? Or do all of the aforementioned (and then some) make clients go looking for more fruitful partnerships?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Amid all this, <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/team-burnout\"><span style=\"font-weight: 400;\">the well-being of employees<\/span><\/a><span style=\"font-weight: 400;\"> is sacrificed in favor of prioritizing the profitability of the business and the satisfaction of clients. But happy clients, don\u2019t necessarily mean happy employees.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Regardless of the cause, the symptom of the problem(s) remains the same: lack of work-life balance for agency employees.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Feeling-the-burnout\"><\/span><span style=\"font-weight: 400;\">Feeling the burn(out)<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">In 2019, the <\/span><a href=\"https:\/\/www.who.int\/news\/item\/28-05-2019-burn-out-an-occupational-phenomenon-international-classification-of-diseases\"><span style=\"font-weight: 400;\">World Health Organization<\/span><\/a><span style=\"font-weight: 400;\"> (WHO) recognized burnout as an occupational phenomenon. Today, it\u2019s categorized in their International Disease Classification (ICD-11) as a \u201csyndrome\u201d that results from \u201cchronic workplace stress that has not been successfully managed.\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But if you think people <\/span><a href=\"https:\/\/www.forbes.com\/sites\/avidan\/2021\/07\/07\/people-are-fleeing-the-ad-industry-because-of-burnout-and-wanting-to-work-from-home\/?sh=4ff19b5b4cf9\"><span style=\"font-weight: 400;\">fleeing the ad industry<\/span><\/a><span style=\"font-weight: 400;\"> is the result of covid and \u201calways-on\u201d culture\u2014think again. The issue goes much further back.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the golden days of advertising, the life expectancy of ad execs was significantly lower compared to other industries. In 1956, a study by Life Extension Examiners of New York compared the health of executives in manufacturing, banking, and advertising.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The results?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Between the years 1949 and 1959, the life expectancy for white males was 67.1 years. The average age at death in Advertising Age\u2019s obituaries was 59.9, knocking an average of 7.2 years off their lives.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In an interview with <\/span><a href=\"https:\/\/www.ninjacat.io\/blog\/preventing-employee-burnout-at-your-agency\"><span style=\"font-weight: 400;\">NinjaCat<\/span><\/a><span style=\"font-weight: 400;\">, Nick Ellis, Creative Partner and Founder of the UK ad agency, <\/span><a href=\"https:\/\/wearehalo.co.uk\/\"><span style=\"font-weight: 400;\">We Are Halo<\/span><\/a><span style=\"font-weight: 400;\"> said that \u201cthe work itself doesn\u2019t burn people out, it\u2019s the pressure from the agency and clients (and how their expectations are managed) that does the damage. If senior management looked up from the numbers and stopped billing for time like a lawyer\u2014things would get better.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So can agencies manage to balance employee and client needs? It\u2019s a tough nut to crack.<\/span><\/p>\n<p><em><strong><a href=\"https:\/\/resourceguruapp.com\/blog\/agency-burnout\" target=\"_blank\" rel=\"noopener\">Read more about agency burnout here.<\/a><\/strong><\/em><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Balance-looks-different-for-everyone\"><\/span><span style=\"font-weight: 400;\">Balance looks different for everyone<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Just like <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/productivity-is-personal\"><span style=\"font-weight: 400;\">productivity is personal<\/span><\/a><span style=\"font-weight: 400;\">, balance looks different for everyone. What you value and prioritize is up to each individual.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Some people might thrive pulling a 16-hour shift, only to wind down the next day, while others prefer a steady routine. The challenge lies in accommodating different ways of working and scheduling preferences when there are deadlines and revenue at stake. (Giving project managers an even more challenging task when it comes to <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/how-to-schedule-employees-effectively\"><span style=\"font-weight: 400;\">balancing schedules<\/span><\/a><span style=\"font-weight: 400;\">.)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Adding to the challenges above, advertising also faces pressure from other industries such as tech, with its (sometimes glorified) flexible schedules, and <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/10-years-of-working-remotely\"><span style=\"font-weight: 400;\">remote and nomadic cultures<\/span><\/a><span style=\"font-weight: 400;\">. This is exactly why people in advertising are leaving the industry behind and opting not only for better work-life balance, but also better pay.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ultimately, agencies that won\u2019t cater to evolving employee needs will struggle with both attracting and retaining talent.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And right now agencies are in a tough spot. So who\u2019s leading the charge? Gen Z.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Saying-goodbye-to-%E2%80%9Cthe-grind%E2%80%9D\"><\/span><span style=\"font-weight: 400;\">Saying goodbye to \u201cthe grind\u201d<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The driving force behind the work-life balance movement is Gen Z and millennials.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">On apps like <\/span><a href=\"https:\/\/www.reddit.com\/\"><span style=\"font-weight: 400;\">Reddit<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"http:\/\/fishbowlapp.com\"><span style=\"font-weight: 400;\">Fishbowl<\/span><\/a><span style=\"font-weight: 400;\">, the sentiment is clear: no one is interested in going above and beyond for a company that could (and would) drop you at any moment.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And these generations are not only noticing the glaring work-life balance deficit, but the results of it: <\/span><a href=\"https:\/\/www.businessinsider.in\/advertising\/ad-agencies\/article\/as-advertising-lost-another-young-life-to-work-stress-are-agencies-still-refusing-to-acknowledge-that-burn-out-is-a-real-issue-in-the-industry\/articleshow\/78023377.cms\"><span style=\"font-weight: 400;\">a mental health crisis<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/www.reddit.com\/r\/advertising\/comments\/12pqnib\/cant_do_it_anymore\/\"><span style=\"font-weight: 400;\">This post<\/span><\/a><span style=\"font-weight: 400;\"> on the subreddit <\/span><a href=\"https:\/\/www.reddit.com\/r\/advertising\/\"><span style=\"font-weight: 400;\">r\/advertising<\/span><\/a><span style=\"font-weight: 400;\"> created a roaring discussion as people in agreement made their voices heard.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-4460 aligncenter\" src=\"https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/04\/advertising-subreddit-agency-work-life-balance-943x350.png\" alt=\"Post from Reddit's subreddit advertising about lack of work-life balance\" width=\"943\" height=\"350\" srcset=\"https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/04\/advertising-subreddit-agency-work-life-balance-943x350.png.webp 943w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/04\/advertising-subreddit-agency-work-life-balance-1042x387.png.webp 1042w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/04\/advertising-subreddit-agency-work-life-balance.png 1508w\" sizes=\"auto, (max-width: 943px) 100vw, 943px\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-4461\" src=\"https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/04\/Screenshot-2023-04-26-at-10.28.51-943x487.png\" alt=\"Response to the Reddit thread, advising an extended holiday\" width=\"943\" height=\"487\" srcset=\"https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/04\/Screenshot-2023-04-26-at-10.28.51-943x487.png.webp 943w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/04\/Screenshot-2023-04-26-at-10.28.51-1042x539.png.webp 1042w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/04\/Screenshot-2023-04-26-at-10.28.51-1536x794.png 1536w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/04\/Screenshot-2023-04-26-at-10.28.51.png 1548w\" sizes=\"auto, (max-width: 943px) 100vw, 943px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Once again, the message is clear: <\/span><i><span style=\"font-weight: 400;\">the advertising industry needs to change<\/span><\/i><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Could a call to arms from a beer brand push the industry in the right direction?<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"From-overworking-to-working-responsibly\"><\/span><span style=\"font-weight: 400;\">From overworking to working responsibly<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">In an unmissable campaign, Publicis and Heineken illuminated the walls of New York City office buildings. In a simple, yet brilliant, effort to encourage people to work responsibly, they projected messages like \u201coverworking?\u201d and \u201cworking late?\u201d onto buildings where people were seen burning the midnight oil. After all, where better to launch the campaign than in the city that never sleeps?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While the campaign promotes Heineken\u2019s <\/span><a href=\"https:\/\/www.thedrum.com\/news\/2022\/06\/01\/heineken-addresses-work-life-imbalance-with-satirical-bottle-opener\"><span style=\"font-weight: 400;\">satirical high-tech bottle opener<\/span><\/a><span style=\"font-weight: 400;\"> that shuts down your computer automatically when you crack open a Heineken, the message is an important one.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cThrough this campaign, we\u2019re challenging the culture of overworking that continues to get in the way of moments that matter. By projecting our ad onto a building where people were working late into the evening, we hope to encourage people to reprioritize the \u2018life\u2019 in \u2018work-life balance\u2019\u201d, says Bram Westenbrink, global brand head at <\/span><a href=\"https:\/\/www.thedrum.com\/clients\/heineken\"><span style=\"font-weight: 400;\">Heineken<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<div class=\"embed-responsive embed-responsive--video\"><iframe loading=\"lazy\" title=\"Heineken | Working Late?\" width=\"943\" height=\"530\" src=\"https:\/\/www.youtube.com\/embed\/MXKvKU-EyA4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<p><span style=\"font-weight: 400;\">Westenbrink continues: \u201cAs a brand that is built around the celebration of real moments of human connection, we strongly believe that life is about making time for friends over a beer, and not for late nights in the office alone.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Plus, if the best ideas happen over dinner and drinks, then why the heck are people still in the office or sat in front of their laptops at home?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While the message is on the nose, it\u2019s hard to ignore the irony of it all. It begs the question, how many late nights did Publicis\u2019s creative team pull to swing this campaign?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Can this industry unlearn its habits?<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Unlearning-and-reshaping\"><\/span><span style=\"font-weight: 400;\">Unlearning and reshaping<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The people in power today still have the mindset of days long gone. But as the advertising industry asks, &#8220;<\/span><a href=\"https:\/\/www.ft.com\/content\/d378ccad-d614-4dae-8c8f-753b2285c442\"><span style=\"font-weight: 400;\">where are all the people<\/span><\/a><span style=\"font-weight: 400;\">?&#8221; unfortunately, it doesn\u2019t have the luxury of time. They can\u2019t wait for Gen Z and millennials to rise up into leadership positions\u2014change needs to start now.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In an article for <\/span><a href=\"https:\/\/www.adweek.com\/agencies\/work-is-not-everything-new-generation-marketers\/\"><span style=\"font-weight: 400;\">Ad Week<\/span><\/a><span style=\"font-weight: 400;\">, Madi Getgood highlights the issue of advertising\u2019s set ways: <\/span><span style=\"font-weight: 400;\">\u201cthe old ways of working no longer work, and we can\u2019t afford to keep pretending they do. Junior associates shouldn\u2019t have to wait until they reach a certain level to start the shift when there are people who have the power to do so now.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Getgood gives readers some food for thought, challenging Gen Z and millennial stereotypes: \u201ca whole generation is begging for change\u2014let\u2019s not mistake their empowerment for entitlement.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If advertising is stuck in the past, how can it move toward a better future? While there\u2019s a lot of unlearning to do, why not kick off the conversation with a topic that resonates with everyone?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Money.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Balance-is-better-for-the-bottom-line\"><\/span><span style=\"font-weight: 400;\">Balance is better for the bottom line<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">If we look at the numbers (and we should), <\/span><a href=\"https:\/\/www.gallup.com\/workplace\/236366\/right-culture-not-employee-satisfaction.aspx\"><span style=\"font-weight: 400;\">a finding by Gallup<\/span><\/a><span style=\"font-weight: 400;\"> shows that highly <\/span><i><span style=\"font-weight: 400;\">engaged employees result in 21% increased profitability<\/span><\/i><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And if work-life balance boosts productivity and increases employee engagement, then why aren\u2019t agencies doing their best to reshape their work cultures to reflect this?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The answer is this: Well-being is not seen as a business strategy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Naz Beheshti, CEO of Prananaz,<\/span><span style=\"font-weight: 400;\"> agrees. <\/span><a href=\"https:\/\/www.forbes.com\/sites\/nazbeheshti\/2019\/01\/16\/10-timely-statistics-about-the-connection-between-employee-engagement-and-wellness\/?sh=15ccc2e822a0\"><span style=\"font-weight: 400;\">In a Forbes article<\/span><\/a><span style=\"font-weight: 400;\">, she takes a stand when it comes to employee engagement and well-being, saying \u201c<\/span><span style=\"font-weight: 400;\">they have been viewed as the responsibility of the HR department and not an integral part of business strategy.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Meanwhile, John Clifton, CEO at Gallup said that \u201cthe world is closer to colonizing Mars than it is to fixing the world\u2019s broken workplaces\u201d in their<\/span> <a href=\"https:\/\/www.gallup.com\/workplace\/349484\/state-of-the-global-workplace-2022-report.aspx#ite-393218\"><span style=\"font-weight: 400;\">State of the Global Workplace: 2022 Report<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That same survey found that employee well-being is the new workplace imperative, urging organizations to think about the whole person, not just the <\/span><i><span style=\"font-weight: 400;\">worker<\/span><\/i><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Clifton adds, \u201cexecutives everywhere should want the world\u2019s workers to thrive. And helping the world\u2019s workers thrive starts with listening to them.\u201d<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Time-to-rebrand-agency-life\"><\/span><span style=\"font-weight: 400;\">Time to rebrand agency life<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">It\u2019s time to take employee well-being seriously and make it a part of business strategies rather than an HR checkbox to tick off.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s time to turn <\/span><span style=\"font-weight: 400;\">toxic workplaces run by \u201ctalented geniuses\u201d into well-balanced workplaces where well-being comes first.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s time to realize that if your employees are well, your business will do well.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And the time to do it\u2014is now.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The advertising industry doesn\u2019t have the best reputation when it comes to work-life balance. It\u2019s notorious for its fast-paced, high-pressure environment, where tight deadlines and demanding clients are the norm.\u00a0 \u201cIt\u2019s agency life\u201d is the rationale&hellip;<\/p>\n","protected":false},"author":30,"featured_media":4455,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","mc4wp_mailchimp_campaign":[],"footnotes":""},"categories":[55],"tags":[],"class_list":["post-4453","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agencies"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Work-life balance in ad agencies\u2014time to rebrand agency life<\/title>\n<meta name=\"description\" content=\"Advertising is notorious for its toxic work cultures. 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