Atomic 212° Productivity Soars As It Implements ‘Workplace Of The Future’

Atomic 212° is at the forefront of developments in workplace structure, productivity and flexibility. The media and advertising agency has spearheaded a multi-faceted approach that will see the business position itself as the ‘Workplace of the future’.
“We are gradually implementing dozens of small changes across the business, experimenting with unique ways of working in order to create a flexible work environment and hopefully foster creativity,” CEO Jason Dooris said.
“This isn’t about having all the answers, it’s about adopting a test and learn mindset. Just because people have been working a certain way for years, it doesn’t mean it’s the best way to work, or the most productive or efficient.”
Phase one of the agency’s productivity plan was the ‘Talk First’ Initiative, which the business rolled out in late 2015. This saw the agency ban internal emails, in a bid encourage staff to talk to each other rather than firing off emails constantly. The initiative was aimed at improving work-life balance and to stop staff members assigning tasks on weekends and outside of work hours.
“We implemented the ‘Talk First’ initiative in order to stop professional discourtesy, where staff would simply allocate tasks without actually talking to the people around them,” Dooris said.
The second phase of the plan has been implemented in recent weeks. Phase two was coined the ‘Fresh Air Project’. This revolves around flexible working environments. For example, Atomic 212° employees are encouraged to take lightweight tables and chairs onto the Atomic 212° wharf in Walsh Bay in order to generate creativity and bolster productivity.
“A change in environment can have a huge impact on creativity. We work in such a beautiful part of Sydney that is seems ludicrous to be couped up in the office, especially when we are supposed to be generating creative ideas.”
The agency is bringing the notion of a flexible work environment to life through a number of small changes to the office – these include standing desks, remote office strategies and hot-desking. The most senior staff in the business frequently relocate their work spaces within the office, in order to give junior staff access to the most experienced people in the business.
The agency also began introducing the Double Robotics telepresence robot in its offices to allow for a mobile, remote office experience. The Double device is a portable screen with video and audio capabilities, which can be controlled and manoeuvred remotely. This allows staff members to attend meetings and workshops from their home, or from different Atomic 212° offices around Australia and New Zealand.
The third phase of the plan relates to flexible work hours. “We haven’t developed a fancy name for this phase yet,” Dooris joked.
The agency has been a major supporter of flexible work hours since its inception. “There is a major issue in our industry with mothers returning to work – we have put flexible structures in place to encourage women to come back to work after having children, in an environment where they don’t have to feel guilty for leaving the office to spend time with their families. We have staff who leave the office a couple of times a week to go to university. We have staff who prefer to work from home on some days. We’ve always been very flexible.”
However, the third part of Atomic 212°’s workplace rollout will see this approach solidified in the agency’s business plan and performance indicators. “We’ll be ramping this up significantly in the coming months.”
Many of these changes were inspired during Dooris’ frequent business trips to Japan. “The flexible workplace model in Japan is very impressive. We certainly don’t want to replicate everything, but the flexibility strategies I saw were a real eye opener.”
Dooris was careful to point out that these workplace changes have not been designed to upend the entire office. “Banning internal email definitely took some adjustment, but the other changes have been incremental. It’s about creating a flexible work environment which caters for different people.
“Some people prefer the standing desks, other people like to sit. Some people have taken to working outside with gusto, whereas others are comfortable at their desks in the office. Some people like to take a couple of hours off in the middle of the day to do their chores or exercise, others prefer more traditional hours. We don’t want to be encouraging people to work ridiculous hours, but if someone is a night owl and does their best work at midnight, we want to allow them to work when they feel most productive. We want to cater to everyone’s preferences.
“This isn’t an entirely altruistic move. The idea is to create a more effective and productive workplace. We are testing and learning as we go along, but anecdotally the changes are already having a very positive impact on the business.”
Please login with linkedin to comment
KDPRLatest News

Why Advertisers Cannot Overlook The Benefits Of Generative AI
Are you a little late to the generative AI party? Well, pull your popper & toot your whistle to this essential read.

Wednesday TV Ratings: Aussies Sign Up For Taronga Zoo
With animals proving a ratings winner for the networks yet again, we're expecting odd marsupial cooking mash-ups soon.

If You Can’t Beat The System, Cheat The System: Hardhat Launches ‘Cheat Codes For Challenger Brands’.
Independent creative and CX agency Hardhat has launched an Australian-first suite of growth accelerators; ‘Cheat Codes for Challenger Brands’.

Melinda Petrunoff: Pinterest Predicts Is A “Cheat Sheet” For 2024
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.

IAB Launches Fourth Module In Its Marketing Measurement Innovation Series
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]

Scope3 Expands Carbon Measurement Capabilities To Include DOOH Advertising
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]

VOZ Enters Final Phase Of Total TV Viewing
This headline can be made so much more appealing by reading it with a Darth Vader-like inflection.

Selfies! Swipes! Scrolling! It’s The Best Of The Best Social Media Directors, Presented By Finecast, Part Of GroupM Nexus
Social media's far more than faffing about with videos of the office dog, as these digital maestros attest.

Thinkerbell Unveils Pringles “Shoot From The Chip” After Winning Competitive Pitch
Other than heroin, nicotine and Sex In The City re-runs, is there anything more addictive than the Pringle chip?

Now Open For Registration – NRF 2024: Retail’s Big Show Asia Pacific
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]

“He Cannot Die Without People Knowing What He’s Done”: Alan Jones Accused Of Indecently Assaulting Young Men
As sad as it is to say about these unsavoury allegations, why does it not come as any real surprise?

B&T TV – Jasmin Bedir On Why Trade Media Needs To “Drop The Shade”
Much like the arrival of tequila shots, you know you're in for a rollicking good time when Jasmin Bedir gets involved.

Kmart Does Christmas Via Dentsu Creative
Kmart is always B&T's one-stop shop at Christmas. Particularly for people we don't overly like.

Wavemaker Promotes James Boardman To Chief Strategy Officer
James Boardman amps up his Dungeons & Dragons creds as he's named Wavemaker's chief strategy officer.

When It Doesn’t Feel So Good Being Bad – It’s 2023’s Top Banned Ads
Other than a Cannes Lion, there's arguably no greater honour in advertising than getting your ad banned by a watchdog.

Taylor Swift Named Time’s Person Of The Year, Beating Out Putin, King Charles & Barbie!
Did you spend 172 hours staring at your computer screen & still didn't get Taylor Swift tickets? Stare some more here.

Petbarn & Greencross Vets Create Live Parasite Tracking Tool Via Howatson+Company
Could your incessant itch & dark urine actually be a sign of parasite infestation? Mark this as a must read.

Imogen Hewitt Promoted To Publicis’ Chief Media Officer ANZ
Imogen Hewitt's ascendancy at Publicis continues apace. Not that she's to be known as Dame Imogen Hewitt.

Icon Agency Nabs Michael Knox From Think HQ
We're still three weeks off the 31st, but already it's a "new year, new me" for Michael Knox as he joins Icon Agency.

James Warburton Resigns From Seven
James Warburton calls time on his Seven career. Also refusing all calls from Rugby Australia.

DBC2 Appoints Jason Fisher To Newly Created Role Of CEO
Following a period of significant client growth, leading auto marketing agency, DBC2 has appointed Jason Fisher (lead image) to the newly created role of CEO. The appointment is part of DBC2’s long term growth strategy ahead of the agency announcing a brand refresh and expanded proposition in early-2024. As a new shareholder of the business, […]

ACCC To Crackdown On Influencers & Businesses For Misleading Advertising & Dodgy Reviews
ACCC announces crackdown on dodgy influencers and online reviews. Which, it must be said, is their job.

Alastair Baker Promoted To Havas’ National Head Of Planning
Havas' Alastair Baker has a spring in his step and a song in his heart today following work promotion.

Three New Hires At Amplify
Extra pressure on Amplify's Nescafé Blend 43 catering tin today with the arrival of three new recruits.

Troye Sivan Named GQ’s Man Of The Year
Shannon Noll once again savagely cruelled by the GQ judges as KFC work goes unrecognised at Man Of The Year awards.

Indy Clinton, The Matildas & Fitzroy Garage Party Honoured At 2023 TikTok Awards
B&T a lucky attendee at last night's TikTok Awards. Disappointed not to see any cats playing piano, however.

Digital Advertising Excellence: A Blueprint For Maximum Engagement & Sustainability
Much like the importance of daily flossing, this is a gentle reminder of the damage crap creative can do.

What Are You Waiting For?! Enter TikTok Young Lions Now!
We're certainly not young, talented and trendy but you likely are, so enter the TikTok Young Lions comp!

Boomtown’s Final Masterclass Of 2023 Attended By Almost 100 Media Reps
Don’t treat regional media as a charity, but a real growth opportunity: That’s the message from Boomtown’s final masterclass of 2023, attended by almost 100 media industry representatives from across the nation. The masterclass was part of a series of educational sessions, delivered by Boomtown, the media collective championing advertising in regional Australia. The sessions […]

Mister Cartoon & Turtle Wax Partnership Launches In Australia & New Zealand Via DIJGTAL
DIJGTAL launches ‘The Art of Car Care’, an exciting partnership between renowned LA street artist and icon, Mister Cartoon and Turtle Wax in Australia and New Zealand.

GTA VI Trailer Smashes YouTube Viewership Records
This trailer marks great news for spotty teenagers and socially awkward people around the world.

REVEALED: The Staggering Rental Price Network Seven Paid In Exchange For Bruce Lehrmann Interview
Wish Mr Lehrmann would simply disappear from your TV screens and newsfeeds? Alas, B&T's not seeing it anytime soon.

Telstra Fined $3m By ACMA After Wrongfully Charging Customers
Do you fume every time the phone bill arrives? Take the rage 'next level' with this dodgy Telstra news.

Qantas, Optus, Andrew O’Keefe! It’s 2023’s Most Momentous F#ck Ups!
Typically, B&T likes to champion the best & the brave. However, today we're honouring 2023's most memorable calamities.

Government To Establish Copyright & AI Reference Group To Help Protect Creative Industries
It's industry news from Canberra that thankfully doesn't involve public servants misbehaving at the taxpayers' expense.

You Can Now Buy A Single McNugget To Celebrate Its 40th Birthday
McDonald's famous menu item, the McNugget, turns 40 this year. And cardiothoracic surgeons everywhere are celebrating.