Ad giant WPP faces backlash over office return mandate
LONDON, UNITED KINGDOM — Advertising company WPP has issued a mandate requiring its 100,000 employees worldwide to return to the office four days a week, sparking discontent among its workforce.
This decision, aimed at boosting productivity and utilizing unused office spaces, mirrors actions taken by other corporations but exceeds the typical three-day office requirement seen at companies like Publicis.
Despite these intentions, a petition against this policy has attracted over 19,000 signatures, indicating strong resistance from employees who prefer the flexibility of remote or hybrid work arrangements.
Independent agencies see opportunity
The stringent policy has presented a unique opportunity for independent agencies to attract top talent, but leaders from various agencies have criticized WPP’s approach as outdated.
Jared Belsky, CEO of Acadia, highlights a disconnect in WPP’s message.
“A-plus talent has choice,” Belsky told ADWEEK. “They want to work where they feel empowered and trusted. It’s hard to say ‘we trust you’ and then say ‘we are checking your badges to make sure you are here four times per week.’”
Similarly, Scott Brandon of agency Brandon pointed out that such rigid mandates alienate high-performing employees who believe their best work isn’t confined to an office setting.
“The backlash here isn’t surprising—people are looking for agencies that prioritize results and culture over arbitrary rules,” Brandon noted.
Other executives like Jeff Levick of We Are Rosie and Kandi Gongora of Goodway Group argue that such mandates fail to harness the full potential of the workforce by restricting the hiring pool to specific geographic locations and demotivating employees who thrive under more flexible conditions.
A balanced approach advocated by leaders
Amidst the controversy, some agency heads are calling for a more balanced approach that accommodates the needs of both the business and its employees.
Andrew Graff of Allen & Gerritson proposes prioritizing office attendance for key activities that benefit most from in-person interaction, such as client meetings and team brainstorming sessions.
Meanwhile, Brooks Luquire of Luquire and Devin Reiter of Fortnight Collective emphasize the need for solutions that support effective outcomes and a satisfying work environment for everyone, regardless of location.
This pivot point in workplace policy could redefine talent management in the advertising industry, influencing not just where but also how the next generation of creatives will choose to work. Independent agencies may find themselves at an advantage as they offer the flexibility that top talent now demands, potentially setting a new standard for the industry.
