Offices slammed shut.
We stayed at home.
Streaming was king.
Social was everything.
Advertising as a whole industry, and the culture, practices and stalwarts within it, were forced to adapt.
Campaign recently shared that changes have been widely seen across pitching processes, working patterns and starting salaries, but beyond the agencies, advertising itself has changed. the7stars is no stranger to these changes, but our mantra of ‘people above process’ and commitment to doing things independently of the herd sets us apart.
Here are just some of the ways in which agency life, and advertising more broadly, have changed since the pandemic.
OOH and Experiential:
Once we began to re-enter the world without restrictions, experiential and OOH marketing boomed with spaces like Outernet London being taken over by brands. Campaigns like Charli xcx’s London Eye-colour change have dominated headlines and created cultural moments.
Influencer Marketing:
TikTok and Instagram had a captive audience during lockdown and since their impact has continued to swell, with agencies and brands alike putting more cash into influencer marketing. With the rise of niche content, more targeted-to-audience advertising, micro-influencers and brand partnerships, the tide of influencers is unlikely to change anytime soon.
Generative AI:
Our relationship with technology shifted massively during lockdown, using it for remote work, education, and socialisation. But, in that time, generative AI tools like ChatGPT have been widely adopted. The media ecosystem has also faced a huge shift because of these technologies, with generative AI helping to create, perfect, and imagine campaigns.
Flexibility:
Remote work and flexibility in the return to work have created a fundamental change in the intense worlds of media and advertising. At the7stars, this has meant the wide uptake of our Star Day scheme – a mandatory day off, once a month, on top of uncounted holiday – and an acceptance of both the importance of flexible working arrangements for people from all walks of life, and the collaborative nature of our office. Using spaces intelligently: With lockdown showing we can work from anywhere, some agencies made cuts to in-person spaces.
At the7stars, we welcome clients and collaborators into our London office to improve collaboration as many of them now work remotely, and ensure we only have two floors open on Fridays, when fewer people are in, to reduce our energy consumption.
Increased benefits and salaries:
With an increased focus on work-life balance and pressure to returnto-work in-person, employers across the industry have made a conscious effort to raise starting salaries, improve benefit offerings and make the office an attractive place to be. At the7stars, we have daily breakfast provisions, the opportunity to take longer lunches for exercise, summer nine-day fortnights to make the most of the longer days, and free career coaching for staff at all levels.
While working life will never be quite the same as it was pre-lockdown, one thing will always hold true: brands and agencies that put people’s wellbeing at the heart of decision-making will ultimately produce the best, most impactful and most creative work.
