Navigating the Hybrid Work Model in Advertising

Hybrid work is no longer a passing trend; it has firmly established itself as a standard in many industries, including advertising. For agencies, this shift presents unique challenges and opportunities. Striking the right balance between in-office collaboration and remote productivity demands strategic planning and thoughtful execution.

Insight from Penquin's Nicole Glover

Nicole Glover, Social and Digital Media Director at Penquin, a leading brand and communication agency based in Johannesburg, is a strong advocate for the hybrid model. She highlights its transformative potential for both agencies and their employees.

The New Normal

With hybrid work becoming the norm, agencies are rethinking team dynamics, collaboration methods, and company culture.

“At Penquin, we’ve found that in-office days are ideal for brainstorming, relationship-building, and team bonding, while remote days are best for deep work and personal productivity,” says Nicole. This structure allows team members to thrive in both collaborative and independent settings, avoiding burnout while maintaining engagement.

Finding the Right Rhythm

Success in hybrid work depends on tailoring the approach to each team’s needs. Penquin has developed a structured rhythm that works for them.

“By intentionally dividing the week, we balance collaboration with personal productivity, ensuring everyone stays engaged and energised,” Nicole explains. Technology plays a critical role, acting as the connective tissue that keeps the team aligned regardless of location.

The Benefits of Hybrid Work

When implemented effectively, the hybrid model offers unparalleled benefits, combining the creativity of in-person collaboration with the flexibility of remote work.

“This approach has significantly boosted creativity, innovation, and job satisfaction at Penquin,” Nicole notes. It also promotes a healthier work-life balance, reducing burnout and fostering a more motivated workforce.

A Model for Success

With the right mix of flexibility and structure, the hybrid model becomes more than a practical solution; it’s a strategic advantage. By leveraging the best of both environments, Penquin demonstrates that a well-designed hybrid framework enhances team morale, creativity, and results.

Visit Penquin to learn more about their approach to hybrid work and how they are transforming the advertising landscape.

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Navigating the Hybrid Work Model in Advertising

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