Advertising agencies' insistence on returning to physical workspaces reportedly presents challenges in recruitment and employee retention.
In the throbbing heart of 2025, the advertising universe is embroiled in a complex dance known as the Return-to-Office (RTO) tango. The melody up for grabs? A blend of in-person camaraderie and digital freedom, as hybrid models become the salsa of choice.
The symphony of businesses has their batons raised, conducting a grand revamp of their work location policies. Over half the conductors are rewriting their scores, with some orchestras increasing the tempo of their office requirements and others offering a sprinkle of remote stardust[3]. On average, the musicians are expected to hit the stage for three days a week, reflecting the symphony's thirst for some face-to-face chemistry while retaining a dash of digital life for the staff[3].
Leading ensembles, or holding companies, are twirling to this rhythm. For instance, the titan WPP, under the spotlight, has announced an RTO policy that demands the musicians to labor on-stage for four days a week[4]. This signals a bold step toward a more structured in-house presence from heavyweight agencies.
Now, more than four years since the Covid-19 curtain call, remote serenades are rendering fewer standing ovations.
Publicis Groupe isn't a lone maestro. With a visionary baton in hand, Arthur Sadoun, the conductor of Publicis, has proclaimed that RTO is a pivotal piece of the orchestra's 2024 symphony[2]. Publicis isn't alone in this performance; the entire industry seems to be swaying in unison, with the beat of in-person collaboration steadily rising.
But as the music swells, a lurking question looms - how will this symphony affect the morale of the musicians? It's a popular tune that flexibility is high on the musicians' wish list[2]. Surveys resound with the sentiment that many will walk off the stage if there's no remote encore[2]. The Stanford/Trip.com study, recently played in the grand hall of analysis, claims that musicians who escort the melody from a distance two days a week are just as vibrant and primed for advancement as their stage-bound counterparts[2]. Meanwhile, a KPMG performance by a multitude of CEOs reveals that a striking 83% of the artists anticipate an ultimate encore under the stage lights within three years[2].
As the maestros balance the demands of the audience with the artists' desires, the air is thick with tension. Some musicians appreciate the collaborative crescendo and the joys of social discord, while others lament the loss of autonomy and the commuter's lament. The aspiration is to foster a harmonious symphony, integrating creativity and teamwork without turning away from the artists who crave the comforts of their home-stages[3].
| Company/Industry Trend | RTO Policy in 2025 | Impact on Morale ||----------------------------------|-------------------------------|----------------------------|| General Advertising Industry | Hybrid, 3-4 days in-office | Mixed; some yearn for flexibility, others long for in-person[3][2] || WPP (Example) | 4 days in-office | Might encounter resistance due to reduced flexibility[4] || Publicis Groupe (Inferred) | Likely hybrid (3-4 days) | Depends on policy specifics; similar to industry counterparts[3][4] |
The symphony of businesses in the advertising industry is revamping their work location policies, with some offerings including a hybrid model that demands three to four days of workplace presence each week [3]. This shift towards in-house presence might bring a mix of reactions from employees, as surveys indicate that a significant portion yearns for flexible remote work options [2]. For instance, WPP, a leading advertising holding company, has imposed a policy requiring four days of in-office work [4], which might encounter resistance due to reduced flexibility. Another key player, Publicis Groupe, is likely to adopt a similar hybrid model, the impact on employee morale depending on the specifics of the policy [3][4]. However, striking a balance between in-person collaboration and flexible work arrangements is crucial for fostering a harmonious symphony that integrates creativity and teamwork while catering to the needs of employees who seek comfort and autonomy at home.
