Work Culture: Hybrid Working Debate is Dead. It’s Time to Focus on What Really Matters: Connection, Creativity, and Trust ✨

Don't think outside the box, think like there is no box

We’re still stuck debating where people should work, but it’s not about desks or virtual calls—it’s about the energy, creativity, and connection that fuels great work. We need to think about work culture in a different light.

The real issue isn’t office vs. home—it’s that we haven’t redefined how we collaborate and connect. The old work culture was about control and visibility. True leadership, though, is about trusting teams to deliver, wherever they are. Hybrid was suppose to offer that flexibility but the way it's being applied - often rigidly - takes away from the very thing it promised: freedom. 

However, in the creative industries, where the magic often comes from bouncing ideas around, sparking creativity from quick chats, and feeling the buzz of a brainstorm—something is missing when we're always behind screens. Great campaigns are born from collaboration, from seeing and feeling the energy of the room, from the moments between the meetings. 

But it’s not just about creativity. The next generation of talent are missing out, too. Gone are the days of learning by overhearing a senior on a client call or spontaneously joining a strategy session. With more remote work, there’s a widening gap in on-the-job learning and the kind of organic mentorship that used to just happen in the office. If we don’t address this, we risk losing the spark of creativity that drives our industry forward—and that’s on us as leaders.

When team members are physically separated, opportunities to have organic, in-the-moment conversations with leaders drastically decrease. Those brief kitchen chats, spontaneous check-ins, and unplanned insights from leadership can shape a career, inspire creativity, and foster stronger engagement. Without those touch points, teams can feel disconnected from the bigger picture and vision.

What if we stopped focusing on where and started thinking about why we come together?

Imagine this: Instead of dictating office days, what if we created impact weeks where everyone chose how and where they work, with one goal—to deliver results. Or if offices became creative playgrounds where we come together for deep dives, collaboration sprints, and to recharge the team’s energy?

And here’s a rebellious thought: What if we let teams design their own rhythm? Give them a set number of in-person days to use as they wish, whether that’s quarterly brainstorms, spontaneous mentorship moments, or focused creative bursts.

 We owe it to the next generation of talent to create spaces where they can learn, grow, and thrive— by experiencing the energy and magic that comes from being in the right room, at the right time, with the right people—including senior leadership.

The future of work culture is about how we work together—and in this industry, together is where the real creativity thrives.