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Ad Talent // Newsletter September/October 2009 |
| If Want To Move In A New Direction, You Need Wheels |
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If you change the way you work, and decide to try something new and different, it follows that the work you do might be equally new and different. This simple philosophy is what has inspired South African communications agency Pump Brand Ideas to redefine the traditional static workplace environment. The creative work space in the agency has been completely remodeled. Old fashioned work stations and desks have been jettisoned and new, modular ‘pods' have been specially designed and - uniquely - each unit is mounted on wheels. They can be placed individually, or locked together in any shape or number. This new system allows for almost limitless flexibility in terms of how teams can be structured on projects. For large scale assignments, the configuration grows to accommodate a broader team. When smaller task groups are required, pods are simply wheeled away from the group. The pods can face any which way, allowing members of the team to control their own environment and view. "The unique workplace structure is merely a physical manifestation of the agency's partnership philosophy," explains Andy Dippenaar of Pump Brand Ideas. "The aim is to break down traditional barriers, allowing for a smoother flow of ideas and fresh input. There are no rules that say the new modular structure is for agency members only. Agencies are infamous for being possessive and working in closed ranks, but this dynamic and more inclusive model will break the mould." Client teams are invited to wheel themselves into the group. And instead of always relying on the usual suspects, Pump aims to encourage an unexpected mix of people from project to project, that will not necessarily only comprise people who have traditionally worked on a brand in the past. The idea is to also include experts, commentators or ‘agitators' from different fields. These could be psychologists, teachers, business people or learners - people who can contribute in ways that members of the ‘conventional' team might not have considered. The diverse teams will foster new conversations and an openness which is all too often absent in the highly competitive silo-styled world of brand management. In addition, by freeing employees from conventional work stations, the agency hopes to create a more dynamic working environment for all. Pump's prescient alliance-building initiative has the potential to revolutionize the traditional agency working style, and signifies a rethink to a well-worn approach. "At the very least, we can hope to see a few desks doing wheelies around the office..." smiles Dippenaar. |
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