You are where you work
An agency’s office says a lot about its culture, people and brand. Robin Hicks poked his nose through a few doors in search of the coolest office in adland
As a scruffy journalist who rather enjoys working in modest conditions, I’m quite cynical about the money ad agencies very obviously spunk on making their offices look pretty. Particularly at a time when so many of them are making people redundant.
But since a big problem agencies face is their staff leaving, it makes sense to invest in an environment in which people want to stay.
A cool place to work, I was told last week by the founders of Bohemia, a six month-old media agency that is soon to leave the STW Group nest to find a home of its own, is a bigger motivator than money or job title. And of course a swanky office offers a client a welcome retreat from the gloom of a business park in the suburbs.
Interesting post Robin. I think office spaces are an important part of the services marketing mix. One of the 7Ps of service marketing is “Proof”, or “Physical Evidence” as the Chartered Institute of Marketing puts it:
“A service can’t be experienced before it is delivered. This means that choosing to use a service can be perceived as a risky business because you are buying something intangible. This uncertainty can be reduced by helping potential customers to ‘see’ what they are buying. Case studies and testimonials can provide evidence that an organisation keeps its promises. Facilities such as a clean, tidy and well-decorated reception area can also help to reassure. If your premises aren’t up to scratch, why would the customer think your service is?”
Another recent “Physical Evidence” example from Mumbrella:
https://staging.mumbrella.com.au/me-bank-brand-breaks-melbourne-skyline-77515
They’re some high tech carpet tiles at the mumbrella office. It must be like an adventure park feeling to walk on moving tiles. Great read, an office environment does play a part in motivating staff. However, I don’t agree with one of the comments quoted, i think in the end money / salary is a big motivator for staff, because a great office doesnt pay their bills… unless you’re rich and own the office
Perhaps the new Mumbrella offices should be arranged on FengShui principles, embracing it’s position in Asia.
Fnucky – Adelaide is in SA, not WA.
Oops, thanks for spotting T – now amended.
Cheers,
Robin – Mumbrella
I loved this post and agree completely. An agency environment/culture has the ability to inspire or put a creative block on it’s workers. It can be the difference between loving or hating your job. You really are where you work.
Who is your interior designer Robin?
I particularly like how conveniently located the fuse box is and that extremely bright light in the corner of the room adds some real charm!
Great post Robin!
Thanks for the post, it was really interesting 🙂
Fancy offices don’t change work conditions. Pinball machines and office bars don’t make a crud of difference if you’re too overworked to even have time to use the stuff…
Naked Communications has a pretty cool office. Check it out http://nakedcommunications.com.....onderland/
Really enjoyed this Robin. But how disappointing and depressing that agencies are buying in personality – so try hard! Also disappointing that you didn’t include KWP! Adelaide – found myself visiting recently, and what a surprise! It should have topped your list! Welcoming, bright, inspiring, creative and full of culture – and every piece has a genuine story. Incredible! It’s like a mikano set inside a warehouse! No comparison! I lament our industry that celebrates he who has the biggest budgets win, and really, Clemenger and DDB topping the list as creative places to work? Oh dear!
Red Jelly in Hobart is a very cool space… Glass fishbowl meeting rooms, funky red couches….And the bowl of red lolly raspberries at reception set it off nicely!
Great post… Very interesting! On a side note, I was in MCN’s new Sydney offices last month and they’re fantastic! I want to see the publishers offices, I think they would all go down the “try even harder than ad agencies to look creative and fun, because a lot of what they do isn’t much fun at all” route too..! Plus they’re the ones who end up with all the $$$ to spend big on things like offices.
Agencies should be focussed on driving sales for their clients, issues such as kooky office space aren’t important. Am I the only one who thinks that this is totally ego driven and a typical agency mentality! Less ego, more results I say! Amazing offices = higher overheads = higher costs to clients.
@Tan – maybe if clients actually shared more of their data and sales results with agencies, rather than keep that stuff to themselves and leaving people blind, they would be able to focus on delivering this above all.
But currently most clients pay agencies primarily for great and inspiring ideas. So its only natural that they need to be in a space that fosters this creativity. Stop trying to have it both ways!
@Tan – maybe if clients actually shared more of their data and sales results with agencies, rather than keep that stuff to themselves and leaving people blind, they would be able to focus on delivering this above all.
But currently most clients pay agencies primarily for great and inspiring ideas. So its only natural that they need to be in a space that fosters this creativity. Stop trying to have it both ways
sometimes the agency environment is just weird, for example, McCann in Sydney. There is a strip teaser pole along with rotating flashing lights in the meeting rooms. Very offputting. Think I would prefer the google office anyday.
Cool and inspiring can come about as a result of well-organised functional space and evidence that workplaces care about the well-being of their people.
Hope we get a geek at the new Mum/Core offices?
Agree with comment about pinball machines if you don’t have time to use them.
Although the main cost of office space is the lease, the kit-out is a one off fee. And it makes a huge difference if you want to hang around after 5 / weekends, but the three main things are:
1. Decent stocked bar and bar culture
2. Comfortable, closed cubicle / ‘private’ environment. Open plan says ‘we don’t trust you’ and reminds me of a call centre, and the reception area is the place employees spend the least amount of time, so invest on the work / breakout areas. Private areas actually open up conversation and ideas more.
3. Good location. Preferably on the water. In the rocks.
Where are the mumbo’s moving too?
Are there no talents the failed advertisers/marketers that now work for Mumbrella will include on their CV? Interior design critic now added (noted that the skill of interior designer isn’t listed, just the unskilled critic). Brings into question everything else you “critique”. How bored you must be sitting on the sidelines, rather than actually playing the game.