A more permanent stay in the advertising agency office is still somewhere in a future stubbonly obscured by pandemic fog.
The move back, after a fast switch to working from home in March, is still up against COVID-19 with restrictions changing almost daily state-by-state.
Industry players say getting out of the office was the easy bit. Going back is the problem, with social distancing a speed limiter.
High rise buildings are also an issue because fewer people are allowed in the lifts at one time because of coronavirus regulations. By the time everyone is at their desks, after waiting their turn to ascend, it’s time to leave the building.
Some media companies and agencies have staged a part return, a day or two a week at the office, a voluntary process to limit the number of people in a building at any one time, ensuring everyone can stay the recommended distance apart.
But most are still in full working from home mode, including the major agencies.
The situation is so fluid, some wouldn’t comment for this article, saying the “situation is continuously changing”.
In the meantime, remote working has become commonplace.
“We're not clairvoyants so we didn't see this thing coming but we have worked remotely for some time,” Chris Kay, CEO and partner APAC at full-service advertising company 72andSunny, told AdNews.
“Chubb Insurance, our global client, are based in New York and they do everything by hangouts anyway and we always present to them via hangout. It’s rare that we are ever in a room with them.”
The switch to remote working was fast in March, sending tens of thousands home.
Globally, WPP has 100,000 people working remotely.
In Australia, WPP AUNZ says it’s carefully monitoring health authority recommendations on employees returning to work, given the fast-moving nature of the current COVID situation, especially in Victoria and NSW.
“As a result, we will continue to review the company’s return to work plans with a major focus on both employee safety and business continuity,” a spokesperson said.
At Publicis Groupe, global CEO Arthur Sadoun announced that staff could work from home until 2021, with each country head empowered to roll out a plan best suited to the local market.
In Australia and New Zealand, the company already had a flexible working framework, Publicis Liberte, which launched in 2019.
“While we will continue to evolve Publicis Liberte in response to the changing environment and the challenges posed by Covid, it was first conceived to provide staff with greater flexibility, and is what we believe the future of work will look like,” says Pauly Grant, chief talent officer, Publicis Groupe ANZ.
“Liberte’s behaviour-based, as opposed to policy-based approach, is an acknowledgement that where a person works, how they work and the hours of work needed to perform their role is unique to the individual.
“We anticipate there will be an increase in this way of working as a result of Covid-19, and changed behaviours and expectations. We are now looking at a blended workplace approach, and evaluating what this will mean to our people and business.”
Publicis Groupe ANZ staff have started returning to offices in stages except in Melbourne where everyone is working from home, in line with state regulations.
“For the other states and in NZ, we have placed no expectations on our people to transition back to the office,” says Grant.
“Currently, people’s return to the office is voluntary, and predominantly for those who want to return for personal or work functionality reasons.
“Staff who are back working in the office are not required to be there full-time, and are able to apply a blended workplace approach.
“I personally have loved being back in the office a couple of days a week - the random connections, conversation and opportunities created. However, I also appreciate the times I can work from home; and the focus and connection to family it brings.”
M&C Saatchi, which has offered flexible working for some time, re-opened its sites with COVID-19 protocols from June 1.
The company found, during a survey, that some staff were struggling in isolation, not being surrounded by creativity and creative thinkers and missing the energy the team gets from professional interaction.
A large percentage said they were keen to come back in to collaborate and create face-to-face.
“Our staff were able to choose to come back in, in limited (and organised) numbers,” says Nathalie Brady, group general manager, M&C Saatchi AUNZ.
“We recognise that there is still fear, especially around the use of public transport, which is why the freedom to choose and staggered hours have been an important introduction.
“And, as we've seen in Victoria, why we need to remain flexible in our approach.
“While we imagine the current situation will be with us for some time, we are running hard at redesigning what our new working environment will look like to support this new hybrid normal.”
Brady says COVID-19 has accelerated the acceptability of flexible working.
“Which is one of the few brilliant outcomes amidst what are difficult circumstances,” she says.
“Looking to the future, remote working will unsurprisingly form a greater part of our working rhythm in the months and years ahead, which if not executed thoughtfully, and with a clearly defined purpose, could become complicated and chaotic.”
The situation at IPG Mediabrands Australia hasn’t changed. Working remotely is still in place.
”I miss the people side of it,” CEO Mark Coad told AdNews. “But I don't mind the better productivity and less travel time.”
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