‘Keeping a close eye’: how ad agencies are responding to Omicron concerns
The rise in the number of Covid-19 cases linked to the Omicron variant has sparked government action. While many agencies have been operating a hybrid working system since previous restrictions were lifted in the summer, UK government's 'Plan B' is now in action, and restrictions expected to tighten as the spread worsens.
32 cases of Omicron have now been identified in the UK
Senior health official Jenny Harries recently advised people not to socialize ”unless they have to” in order to slow the spread of the virus in the run-up to Christmas.
Prime minister Boris Johnson has contradicted this advice, encouraging people not to cancel festive gatherings. Instead, he’s trying to counter the threat of another wave with a vaccine booster campaign, reintroducing face mask policies in public and tightening travel restrictions.
S4 Capital founder Sir Martin Sorrell today (November 2) criticized the guidance on BBC Radio 4’s Today program for its lack of clarity on mask-wearing and other precautions. He suggested that clients are already starting to cancel Christmas events as the number of positive cases continues to increase.
Sorrell told The Drum he didn’t foresee S4’s offices closing as a consequence of the variant. “We’re taking a flexible approach... testing, masks, boosters, flexible working, encouraging cautious approach. I doubt we’ll close offices completely. We’ve always been very much WFH, even before Covid.
“Omicron has engendered huge uncertainty and we’re having to learn to live with Covid. It’s endemic and we’ll probably have to have annual shots, as with other diseases.“
With concerns about the severity of the new variant mounting, The Drum asked adland’s agencies whether they will be updating their office policies or carrying on business as usual. Here’s what they said:
Omnicom
“The number one priority is the health and safety of our people. We are monitoring the current situation with the latest variant and will continue to follow local government and health guidelines as we have since the beginning of the pandemic.
“Most markets around the world are permitting our offices to open, in certain cases subject to restrictions and compliance requirements (eg occupancy limits, social distancing, contact tracing). Our agencies are responsible for planning their return to the office in coordination with their network and practice area leadership.
“We continue to strongly encourage all of our non-vaccinated employees to get vaccinated and are providing flexible working arrangements to allow them to do so.“
Dentsu International
Japan, home to Dentsu Inc, has closed its borders in response to the omicron variant. A spokesperson for the international arm of the holding company said it was following the advice of local governments.
“Our people’s health and wellbeing is of paramount importance to us and as Covid rules are being strengthened in some parts of the world in response to concern over the Omicron variant, we have reminded our people about the guidance and policies we already have in place to protect them, our clients and the communities in which we operate. We continue to follow local government guidance.“
Havas Media Group
Chief executive, Patrick Affleck, tells The Drum: “In line with our approach throughout the pandemic, we didn't wait for government guidance before thinking about what's best for our people. With news of Omicron starting to emerge, we took a decision at the end of November to cancel our Christmas party, as we felt it wasn't appropriate in the circumstances, and shifted the budget into smaller team Christmas celebrations instead.
“As soon as we saw that Christmas itself was potentially under threat again, we reverted to our pre-return-to-office plans and reassured our people that coming in was optional from December 10th. We knew any Covid infection after this date would have an impact on people's Christmas break so we wanted them to have the option to mitigate this risk.”
Publicis UK
A spokesperson for the UK agencies of French holding company Publicis told The Drum it was also keeping a “close eye“ on the new variant.
“We’re keeping a very close eye on what the government, medical and scientific community are saying about this new variant. We’ve reintroduced face coverings in communal areas and are asking everyone to take regular lateral flow tests before coming into the office. We’re also encouraging our people to get vaccinated and receive a booster as soon as they can.”
IPG
A spokesperson for Interpublic Group (IPG) said: “Health and safety of our employees remains our top priority. IPG continues to follow established safety protocols, including requiring employees who are back in the office to wear masks whenever social distancing is not possible, and we continue to have our vaccination and testing policy in place.“
In addition, The Drum understands that IPG staff have been advised to use caution when meeting up away from the office, either for off site meetings or blowing off steam after work. The company has suggested unvaccinated staff show proof of a negative test before attending any event.
WPP
The Drum understands that British holding company WPP is monitoring the omicron situation closely; staff wear masks in common office areas and is oeprating its premises on reduced-capacity basis. Like its peers, it's following the lead of local government.
Waste
At indie agency Waste, Linda Nguyen, human resources manager told The Drum:
”As the majority of our people are still working from home, there hasn't been much change since the announcement. We're recommending that the team continues to work from home, but where needed they can work from the office. We have reduced the number of people able to work from the office at any one time from 25 to 15, and we continue to encourage people to take Covid tests before coming in.”
Harbour Collective
Meanwhile, at indie consultancy Harbour Collective, a spokesperson said staff could work from wherever they felt safest.
”The key to the new variant, like all the previous variants, is to provide the culture and environment where people can feel safe and comfortable to work. If this means working from home, then that’s where they can work from. If it means the office, then we must do everything we can to make that place as safe and healthy as it can be. Work is not about where you do it, but about what you do. Omicron doesn’t change that.”
Nabs
The advertising and media support organisation previously said it currently had no plans to change its stance on working from home or office Christmas parties. However, chief executive officer Diana Tickell now tells The Drum: ”Following consultation with the Nabs team and the proximity of the staff party (within 10 days) to Christmas we have decided to postpone the staff party until the New Year.
”In addition, following Boris Johnson’s statement regarding working from home, we are reverting to having the office open for one day a week for essential working and wellbeing purposes. We anticipate this being the situation in January and will review as necessary. We continue to follow government guidance in order to protect our staff.”
This article was first published on 2 December.
Additional reporting by Sam Bradley