Marketing and advertising businesses have always thrived on a creative culture and passionate workforce. Collaboration and big ideas came off the back of brainstorms, impromptu or planned, and careers were built from networks made in those formative years. Then along came COVID and the impromptu kitchen table workforce: one defined by Zoom calls, sweatpants and flexible work. As a new normal descends, there is a reluctance to return to the “before” in order to not lose the “new wins”. But will it cost in the creativity, careers and office culture stakes?
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