Navigating the hybrid work model in advertising

Nicole Glover, social and digital media director at Penquin, a brand and communication agency based in Johannesburg, is passionate about making the hybrid work model work and believes the model has incredible benefits for both the agency and its employees. She shares some insight on navigating the model, specifically in the world of advertising.

The new normal

With hybrid work becoming the standard, agencies must rethink how to maintain team cohesion, foster collaboration, and preserve a strong company culture. “At Penquin, we’ve found that in-office days are ideal for brainstorming, relationship-building, and team bonding, while remote days are focused on deep work and personal productivity,” Nicole shares. This balance ensures that team members can engage meaningfully in both collaborative and independent projects without burnout.

Getting it right

The key to successful hybrid work is finding the right rhythm for each team – and Penquin has made a conscious choice to find that rhythm. “By intentionally dividing the week, we create a structure that balances collaboration with personal productivity, ensuring everyone stays engaged and energised,” Nicole continues. “Technology is our glue, keeping us connected and aligned, no matter where we are working from.”

Benefits of hybrid work

The hybrid model, when implemented thoughtfully, offers the best of both worlds: the dynamism of in-person collaboration and the flexibility of remote work. This balance not only improves job satisfaction but also promotes a healthier work-life balance for our teams, reducing the risk of burnout. “At Penquin, we’ve seen firsthand how this approach boosts creativity, innovation, and overall job satisfaction,” Nicole explains.

With the right mix of flexibility and structure, hybrid work becomes more than just a logistical adjustment—it’s a way to get the best from our teams. By harnessing the strengths of both settings, Penquin has shown that a well-designed hybrid model isn’t just practical; it’s a powerful tool for boosting team morale and driving results.