The need for more diversity, collaboration, flexible working and digital transformation have been impacting the advertising industry for some time.
In our webinar in partnership with the Drum, The digitised workforce: How are agencies preparing for the future of work?, René Præstholm, VP Global Agency Solutions of Deltek, Christopher Onderstall, Director and Partner of FleishmanHillard Fishburn, and Sera Holland, Co-founder of the Fawnbrake Collective, discussed the relevant challenges and envision the future together.
The Use of Technology
According to Christopher, given the “global working-from-home experiment”, agencies see lower risk in testing new ways of working. And he shares how FleishmanHillard Fishburn manages the working-from-home transition easily, thanks to the adaptable technologies, including Deltek WorkBook, which they adopted before the pandemic.
René believes we should “view the future of work in the light of Digital Transformation”, which should be an ongoing strategy and mind-set versus a one-off project.
The Digitised Workforce
How Are Agencies Preparing for the Future of Work?
Flexibility and Diversity
Sera and René discussed how the younger generation entering into the workforce is requiring agencies to provide more flexibility and diversity and the need of a more holistic approach to staff evaluation and remuneration.
Sera also shared Fawnbrake’s experience on how the network addresses clients’ concern on the agency’s decentralised network of “hundreds of people in hundreds of locations” by helping them understand which ways of working are important and preserved and which are outdated and should be removed, including the processes that can be automated and simplified to “create more time for the thoughtful work”.
The group also discussed diversity, the arguably most difficult area to measure for agencies. According to Christopher, FleishmanHillard Fishburn tries to make its team as diverse as the environment it is in. Sera believes besides what new workforce to bring in, diversity is also about providing access to the existing workforce, with relatively more obvious short-term goals and more sophisticated long-term ones.
New Ways of Collaborating
Collaboration means different things to different people. René talks about how he holds no fixed agenda weekly team calls and the importance of “social closeness”, followed by Sera sharing her observation on a sense of more collaboration and informality between agencies and agency leaders in the recent period.
For FleishmanHillard Fishburn, “collaboration with new, different sources” is an area where the agency has seen success and will continue to focus on. Christopher described how one of the agency’s offices discovered completely new angles for their work by hosting a brainstorm with 70-year-olds, and how another office of theirs collaborated with out-of-work local artists, which enabled them to create unique value to client work and give back to the community at the same time.
The discussions are inspiring and provide a fresh angle to many of the current hot topics in the industry. Watch the on-demand webinar to learn more.
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