By Jason Warner, Director, UK and EMEA, SBS
Our industry is often portrayed as ageist, lacking in diversity, class-biased, and compounded by long hours and increasing burnout. But it shouldn’t be like this, and agencies are starting to do things differently. By recognising the issues, acknowledging there’s a better way, and acting, they’re addressing the challenges, so advertising becomes the exciting, dynamic, and creative environment we all want it to be. And it all starts with community.
Embracing the idea of community
Perhaps the C-word and its associations of togetherness, support, mutual respect, common interests and shared identity isn’t one you’d naturally attribute to the (supposedly) cutthroat advertising world. But it’s there. Adland’s unique ability to harness innovative technologies and human creativity in ways that shape consumer perceptions, engagement, and, ultimately, client success shows what can be achieved when working in harmony.
Undeniably, we are in a competitive industry. But the experience, expertise and skills that exist across the market mean that, far from eyeing other companies with suspicion, we should see every prospective partner as a potential strategic ally. Rather than tearing each other down, let’s look to lift each other up. That’s why my desire is always to foster a strong, inclusive community and hope this may rub off further in Adland.
It all begins at home
Key to this is internally building cultures and environments where people want to work, which is why a human-first approach is so important. Nicola Orrell from Edison Media perfectly sums this up when she urges agencies to “focus on the people, and the rest will follow.”
After all, we work in an industry that helps humanise brands and communicate their purpose and values so they stand out from their competition. So, let’s take a leaf out of this book and ensure we’re helping our organisations become equally purpose-driven and employee-focused.
When it comes to what’s important, I value authenticity and passion. If people genuinely care about their work, their colleagues, and doing the best for their clients, this naturally evokes a sense of community.
Strong communities also facilitate trust and collaboration. In these environments, a culture where it’s safe to fail often emerges, and creativity can be nurtured and developed so it transcends the expected and conventional. As innovation and ideas thrive, this is inspiring for the team and for the client, who benefits from standout campaigns that reject the status quo.
Ultimately, the best workplaces are those built on respect and a shared sense of purpose. So, strive to create an environment where your people feel valued, heard, and supported.
But it’s hard. It requires a genuine long-term commitment to your culture and people rather than short-term surface-level initiatives. You also need to give your team balance so they work in a way that works for them.
So, forget about forcing outdated work practices on them. Instead, focus on flexibility and agility so people work smarter, not harder. If there’s one positive thing that’s come out of COVID, it’s been the opportunity to rethink approaches to work. Let’s build businesses that foster relationships and processes that align with today’s flexible modern world. After all, your aim is to channel the passion of your people to fuel impactful, memorable and standout client campaigns rather than store up burnout, which kills creativity.
Doubling down on DEI has never been more important
This year’s International Women’s Day centred on ‘Accelerate Action’ and couldn’t have been more timely. Political shifts are encouraging some businesses to roll back or abandon their DEI initiatives, so now’s the time for Adland to stand up for them. How you communicate and engage with consumers must reflect their own diversity. It’s distinct, diverse and inclusive thinking that feeds better ideas, creativity, decisions, and outcomes that brands crave. And it also makes business sense, as research shows that inclusive advertising leads to higher sales, greater loyalty and stronger brand equity.
That’s why my company’s culture is built on respect, inclusivity, and authenticity. Shared values, open and honest communication, and the recognition that everyone contributes something unique to the business unite the team. And while it might sound outdated and twee in business today, I still believe kindness and integrity always win in the long run.
Ultimately, we work in a people industry, and one critical area where things have changed involves relationships and how they are built and nurtured. Now, there’s a requirement that these are more intentional. So, let’s start by creating agency environments that nurture respect, inclusivity, trust and a shared purpose. At the same time, let’s extend this by prioritising collaborations, championing partnerships and establishing meaningful, long-term alliances across the industry. By doing so, we can start building meaningful communities that overcome industry issues and make advertising a better and more attractive place to work.
