Indie Agencies Seek a Competitive Edge as Talent Rejects WPP Office Mandate

WPP made a bold move last week as the first major company in the ad industry to mandate that its 100,000-plus employees around the globe must return to the office four days per week. Five years on from the pandemic, there are legitimate reasons to return. Following in the footsteps of other major corporations, from Amazon to Toyota, WPP executives are eager to increase productivity, strengthen culture, and utilize dormant office space. But the decision has gotten under the skin of many employees who thrive working remotely or in a hybrid role, who have caregiving responsibilities at home—or who simply don't appreciate being told where to work. A petition started by WPP employees on Change.org pushing back on the mandate has garnered more than 16,000 signatures so far. WPP is not the only holding company to enforce a return to office. Publicis employees were told to return three days per week, and dozens were laid off late last year for violating the policy. But none have pushed the mandate beyond three days in-person. That's in contrast to big clients including JPMorgan Chase, Google, IBM, Apple, and Uber, which have ordered workers back to the office full time, with some threatening job cuts for non-compliance. Undoubtedly, the aggressive mandate will push some WPP staffers to seek job alternatives that are more flexible—and agencies who promote those policies may reap the rewards. “A-plus talent has choice,” Jared Belsky, CEO of independent media agency Acadia, told ADWEEK. “They want to work where they feel empowered and trusted. It's hard to say ‘we trust you’ and then say ‘we are checking your badges to make sure you are here four times per week.’" An old-school approach Scott Brandon, CEO at agency Brandon, said that WPP’s policy reflects an old-school approach in an industry that thrives on evolution. “Rigid mandates risk alienating top performers who know their best work isn’t tied to a cubicle," he said. "The backlash here isn’t surprising—people are looking for agencies that prioritize results and culture over arbitrary rules." Jeff Levick, CEO of We Are Rosie, a fully remote company which offers brands flexible agency staffing, added that most return to office policies come from the CFO to justify expenses—but that creatives often work best with flexibility. Kandi Gongora, chief transformation and people officer at Goodway Group, added that office mandates will also limit holding companies from being able to hire the best talent across the country. "This ultimately leads to unsatisfied, unproductive employees in search of greater autonomy and far less access to incredible talent that exists outside of geographical barriers,” she said. While there are viable reasons for people to be in the office, agencies should prioritize those most impactful moments for people to come in, whether that's to meet with clients, brainstorm with their teams, pitch new business, or build camaraderie, said Andrew Graff, CEO of independent agency Allen & Gerritson (A&G). Mandates must also be thought through carefully, particularly for agencies that downsized office space during the pandemic. WPP staffers are already grumbling about where they will work, as available desks and meeting rooms may be at a minimum, according The Drum. These are all kinks WPP will have to work out as it works through the logistics of an office return. Flexible workplaces get a leg up Sasha Martens, founder of Sasha the Mensch, an international headhunting firm, believes independents stand to benefit most from WPP's mandate, as staffers worry other holding companies will follow suit. “You're more likely going to see some of the bigger companies say four days a week as well. What that does is open the door for more flexible and independent companies,” Martens told ADWEEK. With Omnicom's takeover of IPG also spooking talent in fear of layoffs and priority changes, independent agencies could have an advantage. Indeed, Belsky said Acadia has "already seen resumes starting to trickle in, and I would predict we see more." Levick agrees that flexible businesses like its own will benefit, as We Are Rosie has seen an uptick in resumes in response to return-to-office mandates in the past. “We're entering this new marketplace where people can decide how they want to work, and if they want to go to the office,” he said. Agencies say a return to office will foster the creative alchemy that happens when teams work together in person. But those who are flexible can still come together with intention , without telling employees what to do. A&G redesigned its offices in Boston and Philadelphia with an eye on flexibility and community for that reason, inviting community members to share the space with it. “Your first space is your home. Your second space is the office. And the third space are those places where you gather and be social but still may conduct business,” said CEO Andrew Graff. “For an industry that is about creativity, I would think we could be a little bit more creative on how we think about these policies or mandates.” A balanced approach Agencies are businesses, and real estate is a substantial investment that they must justify. But disengaged talent can be just as costly in terms of lost innovation, diminished morale, and turnover. “The future of our industry isn’t about going back to the way things were—it’s about finding sustainable solutions that support strong outcomes and a workplace that works for everyone, wherever they are," said Brooks Luquire, CEO at agency Luquire. Though "human interactions breed creativity," according to Devin Reiter, president at agency Fortnight Collective, and most agencies are looking for some level of return, flexibility is now a big differentiator. “What the industry needs is balance," said John Geletka, CXO and founder of Gelekta+. "People need to work together, and work hard, but then need the room after long nights of work to get some home-time and take care of their lives."

The Future of Agencies

Indie Agencies Seek a Competitive Edge as Talent Rejects WPP Office Mandate

Other shops look to lure talent with more flexible policies

Kyle O’Brien

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