After what started out as a joke between colleagues, "your European trip can be like working the night shift", I started thinking about how an agency could work to deliver fast results for clients without compromising quality or employee work/life balance.

1. a
new
agency
model

2. the
NIGHTSHIFTtm

3. 3 pressures
underpin the
current model

4. 1. Tight Deadlines
Delivering work quickly results from unrealistic client
deadlines, a necessity to move as fast as market
conditions and to launch products & offers that are time
limited.

5. 2. Long Hours
Work until late means unpaid overtime, difficulties in
finding work/life balance and missing the daylight/
business hours to get personal stuff done

6. 3. Burn Out
Working long hours, night after night, week after week
means the team becomes exhausted. This leads to
reduced productivity, disabled creativity and general
loss of passion for the job.

7. the
NIGHTSHIFT
addresses these

8. The day shift manages the client relationship, prepares
briefs and works to allocate appropriate resources.
The mid shift consists of both creatives & studio,
working to produce the work.
The late shift consists of creatives & studio brought in
for the lightning turn-around work.
Create 3 Shifts

9. 24hrs:
10:00 Client facing work, briefs, resourcing, approvals
17:30 Brief the Mid-shift
18:00 Mid-shift briefed in
02:00 Mid-shift/Late shift change over
09:30 WIPS/Internal Reviews/Client Presentations
Handovers

10. The additional cost of delivering a better & faster client
solution is factored into the revenue benefits they
receive from getting to market faster.
The additional cost of HR becomes a value-add to the
culture, managing work expectations, pressures and
personal life balance.
A Solution

11. Thoughts by Marek Wolski
@marekting
See ‘The Forest Through The Trees’
http://throughthetrees.tumblr.com
Thanks