Here Patrice Pandeleos, managing director of Seven Communications writes that over the next ten years, agencies will have to adapt to modern times. They’ll need greater considerations of employee mental health, the brands they associate themselves with and need to realise that budgets across the disciplines have generally declined.
This week’s Melbourne Cup and its seemingly low-key celebrations in Sydney serves as a great reminder that nothing stays the same, with the fast-moving world of agencies somewhat of a flag bearer for this.
When I say ‘nothing stays the same’ I’m really referring specifically to culture and workplace practices – what was once considered the norm can quickly and rather publicly turn into outdated and inappropriate behaviour through time and a desire for change.
I pick on the Melbourne Cup, both due to its timeliness and my love of animals, which was once something of a playground for agency land – over-the-top parties, questionable behaviour and the promotion of gambling in the workplace.
While this is not the domain for me to get on my high horse (pun intended) regarding gambling and the horseracing industry, it’s a stark reminder that the agency industry has evolved and, dare I say it, grown up?
If we look back even ten years ago within our industry, some of the practices implemented back then are misguided at best, deplorable at worst.
From Christmas parties that made their way onto newspaper front pages, to ridiculous and offensive awards being given to employees, right through to darker intimidating behaviour – a good deal of practices have not aged well.
Agencies have had to adapt to modern times – that’s more of a focus on employee mental health, greater consideration of the brands they associate themselves with and the realisation that budgets across the disciplines have generally declined.
This evolution has also been accelerated by the pandemic – employees have greater demands from their agency workplaces, are not afraid to express these and can’t just be bought by an office ping pong table or an expensive team lunch.
Agency folk nowadays want to feel listened to, know that their employers genuinely care about them and place a greater emphasis on agencies aligning with their values and being ethics led.
So while some of this evolution has been forced, I think other aspects are a by-product of a shift in era and people and employees within the industry driving change for the better.
Back to modern day and the Melbourne Cup remains a constant but the nation does seem to have an increasingly uneasy nature with the day, its gravitas and consequent celebrations.
It’s become a bit ‘old hat’ and out of sync with how the rest of agency land has evolved. I suspect if we fast forward a further ten years we will see further decline in its positioning within agency society.
All of this made me think, where might we be in 2034 when it comes to agencies and our practices and what might we be doing now that will make us grimace in ten years time?!
As we currently cringe at the organisation’s who once referred to their workplace as a ‘family’ or who thought free pizza signalled a great workplace culture, I dare say that some of what is the norm now may be looked upon with similar scorn.
Will it be the final ousting of the ‘long hours work hero’ or the imaginary badge of pride worn by that colleague who’s ‘in back to backs all day’ – culture evolution will continue.
Agencies are a unique place to work – often full of vibrant characters and certainly not for everyone. We’ve matured, we’ve evolved and while I’m enjoying the agency 2024 edition, I’m excited for what the future holds for us all.
