Is a four-day working week viable for adland?

Earlier this month, Campaign talked to the agencies which had transitioned to a four-day working week. 

An overwhelmingly positive experience from their side, it prompted the question of whether it was feasible across the industry.

Mark Haslam, managing director of Loud Mouth Media, one of the agencies spotlighted in the article, said that the agency had to “prep and prep and prep” for the four-day working week to be implemented, but now the agency makes “more money than it ever did”.

When we asked more industry leaders, including those at network agencies, their responses were broadly positive, but they admitted there were hurdles to overcome before it could be achieved. 

Still, the advantages are clear. Sophie Maunder, founder of maternity coaching firm Matri, noted that if a four-day working week was implemented for everyone, it would significantly even the playing field for mothers, who are more likely to want to work for four days, rather than five.

What is it then, that stands between adland and the three-day weekend?

Gabrielle Ludzker
UK chief executive, Rapp

I truly believe that a four-day week (albeit five days compressed into four), would not only be possible to achieve in our industry, but massively beneficial. The intensity of our work and our days mean that by day five, we are completely depleted. I believe a three-day pause would not only lead to healthier workers but much better, heightened work.  And there is proof that we can make it work with our high percentage of four-day-a-weekers – like the insanely efficient return-to-work mums who blitz through the day to get to pick up with militant fervour. But here’s the massive snag. We are the ultimate service industry. So unless our clients mirrored our days, I think the whole idea is dead. Pact, anyone?

Parry Jones
Chief executive, The Specialist Works

Huge respect to all the businesses trialling a four-day week. At The Specialist Works and What’s Possible Creative, we are proud of our nine-day fortnight following a successful trial in 2023. We asked ourselves three questions before deciding between a four-day week, a nine-day fortnight, or business as usual: what’s best for our clients; what’s best for our people; and what’s best for our business? 

Ultimately, we work in a fast-paced, competitive industry. Its business results that will decide what happens. I passionately believe by giving people an extra day a fortnight to recharge, or do something they love, means they can bring their best selves to work on the other nine. Our clients agree. Feedback is positive, they’re seeing better work from our teams, and many have taken it as suggestions to their businesses, too – the ultimate compliment.

Sachini Imbuldeniya
Chief executive, House of Oddities

A four-day week – or other work modes, including hybrid working, flexitime, and job sharing – are not just viable for adland, they're necessary. Covid broke the idea that employees should be monitored and measured to the nth degree in order to deliver their best work. It's the output that matters most, and study after study shows that downtime is rocket fuel for creativity. After all, there's a reason why we call a moment of inspiration a "eureka moment" – after Archimedes came up with an innovative solution while taking a bath.

We care about getting the best work out of our team, and if installing baths in the office would cut it, then we'd have the plumbers in tomorrow. But it turns out that giving them the ability to flex their hours and days is a smarter and less splashy way of achieving the same results, and we're all for it.

Kirsty Hathaway
Executive creative director, Joan London

Philosophically, I love the idea. Creative agencies are people businesses – we are as good as the talent that we attract, and we need to value these great people who make us who and what we are. And from a creative standpoint, having talent that can get away from their desks and live life brings great, fresh creative perspectives.

But realistically, we are a service industry. The reality is that we pitch a lot, and this is time-consuming; there aren't really any down days. If a creative team is running a project, they can't just hand it over to another creative on the day they are off. Timelines are ever-tight today, and there are always sprints where every day counts.

Victoria Appleby
Chief executive, T&Pm

I am going to say maybe.

At T&Pm, we find joy and purpose in the work we do with our clients. As a client-focused business, we are committed to being there when they need us. We also want to make sure we are the most important place in our people’s careers, so we have a number of flexible working policies and practices to support them in being at their best.

The five-day week hasexistedd in the UK for almost 100 years, so maybe it is time for a change. Butsinces no one size fits all for any busines,o it would need careful consideration and planning across the entire industry (and beyond).

Sophie Maunder
Founder, Matri

It’s often the industrious mum working four days, when others work five.

They hope this keeps career aspirations high and fulfils them as mothers. Yet the Gender Pay Gap rockets from 1.3% (29 years) to a startling 9.1% in our 40s. Hmmm, funny that, when the average age of a first-time UK mum is 32…

The four-day work week would counter this fast, making a real and perceptual difference towards working parents, alleviating guilt, and the sense of career de-prioritisation some assume the working parent has.

No more “sorry, I don’t work Fridays” or five-day work in four for 80% pay (“that’s the price you pay”, I’m often told).

Unfortunately, babies, kids and schools aren’t sick/have parents evenings/want to chat about their day only when it suits the diary, so mums – and dads – will still battle guilt, logistics and FOMO at work and home. However, when it comes to parity in pay and career advancement, it’s a leveller. Can it actually work? Where there’s a will, there’s a way…