The office of the future: creative, collaborative, flexible

The era of the 9-to-5 is over. For marketers at least, a new, flexible approach to work is taking over, catalyzed by the events of the past 18 months.

This is the key finding of a new white paper published by The Drum and Adobe; Creativity, collaboration and culture: the impact of working from home on marketers and marketing. It shows the marketing industry embraced working from home, and only a quarter expect to go back to their office full-time or most of the time in the future. Instead, over half (56%) of all the people surveyed – and two-thirds of creatives – expect to work mostly from home.

This may sound worrying for some employers used to a high level of control, but the research suggests the old days of micro-management and presenteeism have gone. Instead, marketers embraced their new flexibility and the opportunity to spend more time with their families. In return they were more efficient and more productive. Only 16% said they’d found it difficult to work effectively from home.

The white paper also examines:

• The impact of remote working on the quality of the creative produced;


• Which areas of creativity and marketing have benefited most from technology during the pandemic;


• Which tools were most heavily used by marketers and creatives.