WPP staff can either embrace change, with an order to be in the office four days a week, or jump to another agency more flexible with remote working, according to industry experts.
Recruiters say the local job market looks to be improving and that independent agencies might be a better bet than working for a local outpost of a global network.
Jimmy Sutton, marketing & analytics talent agent at Aquent Australia, said the four days in the office order by April will be a shock to the many WPP employees recruited for only two days in the office.
“Most of WPP's offices in Melbourne are located in Southbank or on St Kilda Road so, for instance, talent based in the western suburbs or further southeast may be less inclined to make that journey four days a week,” he said.
“We saw a similar mandate last year from Publicis who let go of workers who weren’t happy with the new mandate, so I fear the same thing for WPP.
“However, the job market is showing signs of recovery so hopefully four months is enough time for disgruntled staff to find something new. The fact that the WPP staff have already started a petition to stop the mandate doesn’t bode well.
“The only positive of 4-days in office may be for junior workers. It’s a generalisation, but holding groups tend to have a lot of junior talent in their first agency role. In these circumstances, it'll be beneficial for them to have more time in the office to learn from their colleagues as WFH can be sink or swim for juniors.
“It’ll hurt the more senior employees who don’t need hand-holding or those with a young family or caring responsibilities.
“The merger of OMC and IPG will lead to redundancies and offices being consolidated so I can see more disruption coming to holding groups. Indies were the most stable place to be in agency-land last year and it seems like that won’t change in 2025.”
Virginia Scully of talent consultancy Human Kind Collective said WPP's mandate requiring four days in the office globally represents another shift in the advertising industry's work culture.
“While positioned as a move to enhance collaboration, the policy raises serious concerns about inclusivity and intersectionality,” she said.
“For employees managing disabilities or parental responsibilities, remote work isn't just convenient – it's essential.
“With soaring childcare costs and neurodivergent staff potentially struggling with office environments, any blanket policy risks pushing valuable talent away.
“Gen Z and Millennials, who comprise the majority of the workforce, view flexibility as a fundamental right. With 75% considering job changes over rigid office mandates, and examples like Tesla and Amazon facing significant backlash, organizations need a more nuanced approach.
“Successful hybrid work requires intentional design that recognizes unique needs of teams, projects, and individuals.
“The winners won't be those who mandate attendance, but those who create compelling reasons for employees to want to do their best work – and enable it.”
Simon Hadfield, the founder of Prime Mover Recruitment, said the back to the office mandate really shouldn’t have come as a surprise to staff.
“It should have been handled as a long term communications campaign managing expectations and the reality of working life,” he said.
“Many of the kids haven’t experienced being in an office 4 or 5 days a week, so while it is new territory for some of them they really should have understood what was coming and the expectations of their employer. At the end of the day we’re in a relationships industry.”
The mandate could have a very positive impact on junior staff, according to Creative Natives CEO and founder Ryan Kelly.
"My advice to those starting their career is to embrace this change, this extra time being around experienced people will have a huge impact on your career," Kelly told AdNews.
"For those more experienced who have less to benefit from being in the office, go and find an environment that suits you, I know so many businesses that have no intention of ever going close to 4 days in the office and that's cool."
Opinions from WPP staff and professionals across the advertising industry have been mixed.
One post on Glassdoor, a web-based job board where anonymous information on working conditions can be shared, asked "So WPP folks are you going to look elsewhere with the new RTOs (return to office)?"
Five or so commenters said yes, saying that their colleagues started updating their books immediately. Others were more hesitant.
"Look elsewhere? WFH (work from home) is over for most,” said a creative director. “Just suck it up and put on pants. I personally feel bad for junior creatives not going into the office and being around other creatives. Stay hungry my friends."
A planning director agreed. "It's a matter of time before they [other holding groups] go back to 4/5 days a week."
Another at IPG. “I'd avoid my network if I were you -- with the Omnicom purchase, within 12 months we will likely be under the same policy."
With the weak economy, last year was a bloodbath for many businesses so this mandate didn't surprise Kelly.
"Change was always going to happen and this announcement has given people lots to think about in the 4 months when the move kicks in," Kelly said.
"I think we need to leave the negativity at the door, 2025 is about doing great work that you'll look back on with fond memories, not revisiting a topic that we have done to death.
"Push on folks - 95% of the world would give anything to work four days a week in an office in Australia."
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