Where we work continues to divide bosses and staff. WPP was met with considerable resistance when it ordered staff to return to the office earlier this month, and Publicis Media fired staff in the US for ‘egregious’ violations of its remote working policies in November. We know why lots of people prefer to work from home. And everyone has pet theories about why companies order their staff back into the office (to cull numbers by stealth, prop up commercial real estate values, etc). But does media planning and buying benefit when everyone works together in the same building? We asked our network.
Lucy Carter — managing partner at Iris
Much of our work, especially in digital media, can be done remotely on the platforms we use daily. That said, good media planning and buying not only relies on excellent individuals, but also on bringing together the right parts of the business to build a plan that works for our clients and their increasingly complex consumers. This might mean gathering strategy, creative and data teams to inform the approach, which is naturally more productive when done in person. It’s about finding the balance of these moments, and making the in-person time we have count; so we can capitalise on the hybrid environment to work in our own styles and patterns. Today’s hybrid way of working allows us to lean into this more than ever.
Chloe Singleton — channel director at eight&four
Media planning and buying don’t fall apart just because we’re not in the office. It all comes down to trust — building a team you can rely on to work independently, without constant in-person oversight. When that trust is in place people feel empowered to deliver high-quality work from wherever they are. That said, we know the value of coming together face to face when it really counts. For big media challenges, we intentionally create opportunities to collaborate, using those moments to spark creativity and align on the best approach. We work together when it’s needed most, not just for the sake of it. When we strike a balance between independent work and purposeful collaboration we avoid anyone feeling siloed, while ensuring the flexibility to deliver great results, whether we’re in the office or not.
James Smith — CEO at The Kite Factory
In the short term, no, media planning and buying is still eminently possible if people are not all in the same room. Teams can speak, brainstorming can take place, plans can be drawn up, space can be booked. However, in the long term, with each year that passes, if people don’t spend sufficient time in the office we would absolutely see a decline in efficacy, not just in media planning and buying, but in every aspect of agency roles and responsibility. Junior staff need to see how things work: how to talk to people, negotiate, and keep client relationships strong and mutually beneficial. You can teach the theory of that to an extent, but the most impactful way to learn is to watch and listen. To overhear phone conversations your senior team members are having, to pick up on different styles of rapport, to watch client interaction in person, not over video calls. So much of our job is about relationships, and something very important will be lost if we stay siloed.
Matt Jordan — senior HR director at Critical Mass
Looking at the industry’s mixed responses it’s clear this isn’t a simple debate. Leadership argues that increased office presence can boost engagement, client satisfaction and performance. Yet the push back is telling, and the number of signatures reflects widespread concerns about burnout and work-life balance. While advocates for in-office collaboration see it essential for creativity and culture, research from Stanford shows employees working remotely three days a week are 4.4% more productive — proving flexibility drives results. A balanced approach could mean more award-winning campaigns, faster delivery and a healthier workforce.
If firms like WPP adapt, they could lead the way in balancing performance with wellbeing, proving hybrid work isn’t just a trend— it’s a proven model for reimagining how we succeed together.
Featured image: Israel Andrade / Unsplash