Bringing creative working culture into the 21st Century

“They say it’s all about the work. Who does that work? People. It’s all about the people, it’s all about the culture.”

One of the founders of The Fawnbrake Collective, Amelia Torode drives home just why we need to address the 20th Century working cultures that have stuck around.

It would appear that whilst the whole media and marketing landscape has been shifting, a great deal of working cultures have remained the same. Despite an increasingly urgent need to find more flexible and accommodating working practices.

We need working cultures that don’t place undue strain on mental health, create talent drain or stop us from recruiting more diverse teams. Without them we face putting our people at risk, and having a knock-on effect on a team’s ability to think creatively and ultimately make the best work.

But how do we do this? On Thursday 12th July, we gathered at Picturehouse Central to speak with Amelia, James Hayhurst (Brand Equity Director at Unilever) and Sereena Abbassi (Head of Culture and Inclusion for M&C Saatchi), as well as the audience, on how we bring creative working culture into the 21st Century. A lively and wide-ranging event, it was supplemented by a survey we conducted among 50 brand CMOs and 50 agency CEOs.

This survey, as well as the content from the day, are available for you to explore below. Whilst the event is over, the conversation will continue. So get involved and share your thinking with us, with your team, and with the industry. Improvement comes as a community.

Statistics

Participating brands and agencies included Barclaycard, McDonald’s, Starbucks, Britvic, Iceland, adam&eveDDB, VCCP, Iris, The Beyond Collective and Portas.

“Agencies have inherent service cultures which can (in the worst cases) lead to hugely strained environments for their staff and relentless expectations. But could this all change if brands took a different view and somehow gave their agencies permission for change?”

 

Charlie Carpenter
Managing Director, Creativebrief

Participating brands and agencies included Barclaycard, McDonald’s, Starbucks, Britvic, Iceland, adam&eveDDB, VCCP, Iris, The Beyond Collective and Portas.
Participating brands and agencies included Barclaycard, McDonald’s, Starbucks, Britvic, Iceland, adam&eveDDB, VCCP, Iris, The Beyond Collective and Portas.
Participating brands and agencies included Barclaycard, McDonald’s, Starbucks, Britvic, Iceland, adam&eveDDB, VCCP, Iris, The Beyond Collective and Portas.
Participating brands and agencies included Barclaycard, McDonald’s, Starbucks, Britvic, Iceland, adam&eveDDB, VCCP, Iris, The Beyond Collective and Portas.
Participating brands and agencies included Barclaycard, McDonald’s, Starbucks, Britvic, Iceland, adam&eveDDB, VCCP, Iris, The Beyond Collective and Portas.
Participating brands and agencies included Barclaycard, McDonald’s, Starbucks, Britvic, Iceland, adam&eveDDB, VCCP, Iris, The Beyond Collective and Portas.