menu

Ad Agency Gives Millennial Employees Their Own Separate Space

Ad Agency Gives Millennial Employees Their Own Separate Space
Advertising

Grey Advertising shifts the traditional agency setup by giving millennials their own wing

Adriana Krasniansky, PSFK Labs
  • 29 january 2015

The Millennial Generation, defined roughly as individuals born between 1980 and 2000, now represents 25% of the United States population. Its 80 million members hold over $200 billion in annual buying power, and they are the most coveted audience for businesses looking to remain relevant in a saturated consumer market. Grappling between millennials’ formidability and their shifting values, many companies are forced to ask: how do we approach today’s most powerful generation?

Grey Advertising, AdWeek’s 2014 Agency of the Year, asked itself just that. The agency, which employs over 1,000 individuals, indicates that 48% of its workforce falls into the millennial generation. In the past several years, Grey management noticed that millennials entering the office worked differently than their colleagues: they were more informal in communication, thrived on collaboration, and yearned for a  work community.

In response, Grey adjusted by setting up an entirely separate office space for Generation Y employees. In their New York offices, Grey created Base Camp, a work environment exclusively for millennial associate account executives. While each employee still works with a separate team on client accounts, the group as a whole shares desk space, attends agency training in group, and learns from one another.

As a representative from Grey explains, “The philosophy behind the Base Camp community was to create an environment that gives structure, but creates self-sufficiency [and] encourages relationship building with key learnings more readily shared.”

Grey’s Base Camp initiative comes at a time when several of the agency’s clients—including Gillette, Papa Johns, and Marriott—are transitioning to include millennials in their core marketing base. By adapting to millennials within their own offices, Grey establishes itself as a agency aware of millennial needs and one willing to adapt to them.

As Michael Houston, CEO of Grey North America, tells PSFK: “The key to me about the Base Camp movement is that we’re learning from this group rather than showing them how we’ve previously worked. We’re working to understand their organic tendencies.”

Grey advertising millenials office

Houston stresses that the millennial office space does not value one work style above another, but fosters different styles of creative thinking in the office. “Different is not necessarily bad,” he says, “But different is different…millennials are hard workers. They just work differently.“

Photos courtesy of: Grey

 

Advertising
Trending

Lancôme's Newest Campaign Stars A Domestic Abuse Survivor

Advertising
Arts & Culture Today

Mischievous Drone Will Drop Paint-Filled Balloons On Targets Of Your Choosing

A German photography team developed the flying device to accurately deliver a payload wherever needed

Retail Today

Snapchat Reveals A Striking Pair Of Video-Recording Sunglasses

Spectacles make memories from your perspective and transfer them to the app

Trending

Get PSFK's Related Report: Future of Work

See All
Fashion Today

100 Backpacks Made For The World’s Top Influencers

Heineken and TUMI have collaborated on a unique custom NYC-inspired bag

Financial Services Today

This Peer-To-Peer Insurance Company Is Powered By Bots

Lemonade is a new product designed to lighten the paperwork and provide instant, helpful service when needed

Design Today

Concept Artists And Scientists Form Partnership To Visualize The Future

The collaboration hopes to liberate ideas and innovations trapped in notebooks

Automotive Today

Uber Could Be Bringing Vertical Takeoff Transport To Your City

The ridesharing app is looking into the development of nimble aircraft for urban environments

Arts & Culture Yesterday

Small Urban Pavilions Create A Nature Refuge In East London

These relaxing micro shelters provide a haven amidst chaotic city environments

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed september 23, 2016

Productivity Expert: The Magic Of The Five-Hour Workday

Stephan Aarstol, Founder of Tower Paddle Boards, explains why the modern notion of office hours needs to evolve

PSFK Labs Today

New Mentorship Ecosystems Benefit All Levels Of An Organization

PSFK’s Future of Work report explores how technology is being leveraged to support cross-team communication

Travel Yesterday

Travel Laundry Pouch Washes Your Clothes Wherever You Are

The Scrubba Wash Bag helps anyone wash their clothes easily and quickly with just a little water and soap

Social Media Yesterday

Swipe Up To Register To Vote On Snapchat

The social platform has partnered with TurboVote to help young people easily enroll in less than one minute

Children Yesterday

Battle Card Game Promotes Childhood Vaccinations

An Australian doctor has developed a playful way to inform parents about immunization and entertain kids

Fitness / Sport Yesterday

Oakley And Intel’s Sunglasses Give You A Built-In Personal Trainer Wherever You Go

The sunglasses/earbuds hybrid tracks your performance and lets you know how well your workouts are going

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Design & Architecture Yesterday

Watch The World’s Tallest Building Become An LED Display

Burj Khalifa gives a backstage look at how the transformation came to be

Travel Yesterday

Boeing Wants To Make Your Flight Better With Cloud And Star Projections

The manufacturer is trying to patent a projection system that would allow them to project images onto a plane's interior surfaces

Latin America Yesterday

Colombians Teach Dance To Fund Students’ Education

Chocó to Dance is a platform that shows you how to replicate popular Latin dances to help create scholarships for local students

No search results found.