Almost without exception, agencies are embracing a more flexible attitude and approach to work and an overwhelming majority of employees would like to see this continue. But as you get to grips with what the future of work might look like, some aspects of agency life should become less flexible and even non-negotiable. And this is actually a good thing.

Flying in the face of constraints, the winning agencies will be the ones with an uncompromising focus on their culture, focusing on how they can support their people to be their best selves and do era-defining work. An awakening for some perhaps, but really just smart business as the battle for talent ramps up. The quality of agency culture is topping the list of reasons for the top talent to stay or go.

So where does an uncompromising approach pay when it comes to the codes you set, the teams you build and the way you work together?

We know from recent research and extensive work with our clients that a new cultural contract is emerging. Operating with a clear purpose, solid values and an unwavering commitment to wellbeing, diversity and open communication is non-negotiable. Structuring and supporting teams to play to their strengths, build healthy habits and be impact-driven is non-negotiable. Creating a connected working experience that makes the most of time and space wherever you might physically be, is non-negotiable.

We explore this new cultural contract and more in the Future Positive Talent guide, which you can download today. Find out more about what a new era of work demands and gain some critical advice on how to master it.

About Tonic Creative Business Partners

The business consultancy to add clarity, confidence and colour to your ambition.