A distributed workforce will be the saviour of advertising
When you can get paid more as a management trainee at Aldi than an ad grad, it’s clear we need to change the model to engage the best talent. Aimee shares with Campaign UK why a distributed workforce will be the saviour of advertising.
(A 3-minute read with a cappuccino and a shortbread biscuit)
The Liberty Guild has people from across the globe who can work where they want, when they want and how they want.
Let's face it. The agency model is broken.
Low diversity, high burnout, unreachable client demands, continuously slashed budgets, the spectre of AI looming. The terrifying thing is, most of the industry is still grappling with the internet, let alone understanding the massive impact of "large language models" on our business.
The industry model is based on a system set up in the 1950s and is not fit for purpose. People are no longer flocking to the industry like they did (you can get paid more as a management trainee at Aldi than an ad grad).
Hybrid was touted as a salve, but its correct use is still being hotly contested. Here's a little secret – it's not the answer anyway so don't waste your time.
The answer is actually a distributed workforce made up of people from across the globe who can work where they want, when they want and how they want. A workforce who have the freedom to push portfolio careers as well as see their families at weekends.
At The Liberty Guild, we've spent years building one (our entire business model is predicated on it) so here are some learnings we've taken from those years on the best way to set up and run a distributed workforce.
A distributed workforce is the answer
As we all know, because so many people say it all the time, (I wonder whether many actually believe it) our industry runs on talent. And that top talent no longer wants to be tied to a desk doing a nine to five. Baristas and bean bags, pitch pizza and a few free fizzy drinks won't cut it anymore as a replacement for not having a life. They want freedom – freedom to work when and where they want, and the freedom to actually live up to their potential. To be unencumbered by the bureaucracy and process of network life.
But beyond the talent there is a massive cost benefit; a distributed workforce eliminates the crippling cost implications associated with traditional operations. Imagine the savings when you no longer need to replicate the corporate structure in every country. Instead, you can focus on building a flexible and adaptable system that evolves over time.
And, as always, in the agency world trifecta there is a client consideration. We can say from experience that clients love working in this way. Being able to deliver top drawer strategy and creativity to clients, no matter where they are in the world.
Setting up the model
Building a distributed workforce starts with a commitment to change, and adapting your mindset to this model. I would advise talking to as many stakeholders as possible to understand their pain points and desires.
At The Liberty Guild, we talked to more than 600 people, ranging from production businesses to marketing and creative professionals, and asked them what they thought was wrong with the current model. We found a regular pattern of issues and fixed them. It's crucial to address their concerns and invite them to be part of the solution.
Consider offering those who were skeptical about the new system an opportunity to try it out. Nothing builds trust in change like first-hand experience. By involving your team in the process, you'll create a more seamless transition.
A zen approach
The key to managing a distributed workforce is to not really manage it all, don't try to control it, just try to trust it. Traditional notions of control, where managers need to see employees physically present, are counterproductive in this model. It's about embracing a zen management approach, allowing people to be themselves and work in their most productive environments. And appreciate that this looks different for every individual.
You don't need armies of project managers overseeing every aspect of the distributed workforce. Technology can do this. Invest in a robust workflow management platform that streamlines processes and ensures efficient collaboration. You'll be amazed at how responsible, and dependable independent creatives can be when given the freedom to manage their own schedules and have fluidity within their work day.
I said it before but clients love this approach, they know they can pick up the phone and request a push in a different country and market and know with confidence we can get some great people from that country on the ground who understand the culture and are able to create incredible work.
While a distributed workforce offers freedom, there should be a solid core of people on the ground who provide stability and guidance. This balance allows others to thrive in a flexible environment. Adaptability is key. We ran a beta for four years before launching, so we understand the time a creative needs to produce great work and when we need information or consultation from a specific country.
Building and managing such a workforce requires open communication, trust, and the right technological tools. A distributed workforce is not just a novel concept; it's the future of work and can be the savour of advertising. The savior of your business and the savior of the creative product. And those that create it.
