The European Accessibility Act (EAA) will become law in all EU member states on 28 June 2025. This landmark piece of legislation aims to ensure equal access to digital products and services across all 27 countries in the European Union.
The EAA also applies to any organisation that trades with the EU—which includes us here at Outlook Creative.
As a creative agency, we proudly work with a number of clients across Europe. We’re also an organisation that’s committed to inclusivity; we strongly believe that transforming creative into reality—the ‘thing’ we hang our hat on—is only successful if everyone can enjoy our solutions.
So let’s dig a little deeper into what the European Accessibility Act is, why it matters and what we’ve been doing at Outlook Creative to make sure we’re part of a more inclusive future.
The EAA is a directive of the European Union which was initially passed in April 2019. Its purpose is to improve the accessibility of products and services across all Member States by removing barriers created by divergent rules.
The legislation covers areas that have been identified as ‘most important’ to people with disabilities, including computers and operating systems, smartphones, audio-visual media, e-commerce, banking and more.
There are four core principles that underpin the EAA’s accessibility criteria, known as the POUR model (perceivable, operable, understandable and robust).
Organisations have until 28 June 2025 to audit their existing materials and fix any identified issues in order to become compliant.
Put simply, it’s about inclusion. In our increasingly digital world, access to information and services is not a luxury: it’s essential for being able to fully participate in society.
It’s soon to be a legal requirement, but it’s always been an ethical one. Accessible websites and digital tools help make sure that people with visual, auditory, motor or cognitive impairments can move through the world without added barriers.
It’s also about universality. Accessible design practices benefit everyone. Think about the last time you watched a video with subtitles, used a voice assistant or adjusted the font size to make something easier to read. Many of us rely on accessibility features on a daily basis—they make our lives easier. What the EAA does is make improved user experience for everyone a legal requirement. And that can only be a good thing.
Well, first and foremost, we’re not waiting until June. We’ve been busy behind the scenes reviewing, discussing and reviewing again to make sure we’re continuing to deliver accessible solutions for our clients.
Our preparations have taken three main tacks:
Internal training
Natalie from our UI team delivered a super-informative training session to our internal colleagues last autumn. We discussed the EAA, what it means for us at Outlook Creative and key things to look out for when creating accessible digital solutions.
Updates to systems & processes
To hold ourselves accountable, we’ve made an addition to our internal briefing tool. Now, any Seeker returning a piece of work must confirm that their designs comply with European accessibility standards.
Open conversations
Accessibility—digital or otherwise—is our shared responsibility. It’s also an ongoing process. By having conversations with our clients around inclusive design and making it an intrinsic part of how we measure the success of our work, we all contribute to making our world a fairer, more inclusive space.
Here’s to a future of digital design that can be enjoyed by everyone.
Need help getting your materials EAA-ready before June? We’re here to make sure your digital presence is compliant and inclusive. Get in touch and let’s chat.
Terri has been promoted to Senior Production Manager for Design & Digital—recognising the experience, steady leadership and collaborative spirit she brings to the team.
This marks a particularly strong year for Terri. With more than a decade at Outlook, she continues to lead by example—balancing detail, delivery and people with care and consistency. Over the past six months especially, her contribution has made a real impact across the business.
As our Joint Managing Directors Adam Sherlock and John Lloyd noted, this next step feels both well-earned and full of potential.
We’re delighted to see Terri take on the role.
“Collaborating closely with Terri over the last six months has been a pleasure. Terri is diligent and has a great eye for detail. In addition, she has proven to be a strong leader and I am looking forward to this next exciting step in her journey. Congratulations, Terri.”
Adam Sherlock, Joint Managing Director
“Having worked with Terri for nearly 11 years, it’s clearly her strongest year yet. Well done, Terri, and enjoy the journey ahead.”
John Lloyd, Joint Managing Director
After six months in the interim position, Sarah Skates has now been formally appointed as Operations & Business Support Manager.
The new title reflects the scale of Sarah’s contribution across the business—particularly her role in keeping day-to-day operations running smoothly and supporting the wider team through a demanding period of delivery.
Her promotion follows a strong year professionally, including recognition as runner-up in the Seeker Awards. As noted by Joint Managing Directors Adam Sherlock and John Lloyd, Sarah has become a key part of the way Outlook operates—bringing consistency, dependability and a growing confidence that’s been felt across the agency.
We’re pleased to see her step into the role permanently.
“Every business needs a Sarah. Thank you for your ongoing commitment and for everything you do behind the scenes to keep the Outlook Creative wheels turning.”
Adam Sherlock, Joint Managing Director
“Runner-up in the Seeker Awards and a promotion—what a year! Watching Sarah’s confidence grow throughout the year has been fantastic, and I feel there’s even more to come. Well done.”
John Lloyd, Joint Managing Director
Recently, our Joint MD, Adam Sherlock, teamed up with our Creative Director, Peter Michels, and Art Director, Andy Upton, to explore how AI is pushing us to be more human, more analogue, and more creatively unhinged (in a good way).
There’s been a flurry of conversations recently about whether or not AI is creative. Is it going to wipe out the creative community in one Spielbergian zap? Should you finally open that doggie bakery your neighbourhood desperately needs?
Maybe we’re looking at this all wrong. Maybe we’re not asking the right questions.
It’s not about whether AI is creative. It’s about how AI is affecting our own creativity and our creative futures—positively. This is about us after all.
I’d like to approach this discussion of AI in the design space from a different perspective: what if AI actually sets us free creatively?
I sat down with our Art Director, Andy Upton, to talk about how AI isn’t here to steal our creative souls—it might just let us fly. If we play this right, if we own this moment, AI could be our ticket to being more human, more analog, and more unhinged (in a good way) with our ideas. At least as artists. We could be quicker, stronger, and capable of grabbing the undiscovered.
Hear me out.
“The reality of AI is that it’s a simulation of creativity,” Andy said after a sip. “It’s taking what it’s learned and piecing it together. So, is it creative? Not in the truest sense of human creativity.”
AI isn’t out here dreaming up the next postmodern masterpiece. It’s pulling from what already exists, remixing it like a DJ with unlimited samples. It can assist, but it can’t originate.
That’s where we come in.
The wild originality. The gut feelings. The moments where you think, this is either genius or completely certifiable. The subjective messiness of creativity—that’s human.
For the longest time, beyond the artistic spark, being a designer meant mastering tools—whether it was charcoal and ink, scissors and glue, or Adobe. But now?
Still true. But AI shifts the game.
“AI takes away the more skill-based element of knowing how to do something and pushes you more into the idea side of things,” Andy pointed out. And that’s liberating.
Being creative for creativity’s sake. Digging into the dusty corners of your heart and soul. AI lets us actually open up areas of our brain that haven’t raised their hands in a while.
Instead of grinding for hours in soul-crushing stock libraries, a well-trained prompt lets us generate those elements ourselves—and they’re ours. There’s even a sense of pride in that.
Think about the exploration on all levels—concepting, inspiration, building elements, even proofing. It’s not about losing craft—it’s about separating craft from creativity.
At this point, it’s critical to realise that AI replaces nothing whole. It’s still a skill. A tool. And like any tool, it needs the piloting of a craftsman. Even then, it can’t do everything—it’s just one coat of paint.
I have cameras that haven’t smelled silver in decades, records hibernating in the “B’s” that haven’t hit the mat since consistent seasons (I haven’t forgotten about you, Bangles), and ornate plates that house a dozen oysters perfectly—that have been used… never.
None of these things are going anywhere.
I’m not a hoarder.
There’s a visceral connection—a memory of that emotion. These are crumbs of our creative therapy.
What I’m getting at is that AI is actually making a lot of us less digital. It’s pushing us back into the analogue world, giving us more time to experience the things that make us who we are.
We’ve been freed up to get our hands dirty again. Get everything dirty.
“I’ve seen more designers excited about getting physical with their work—painting, collaging, using their hands—because AI can’t replicate that experience,” Andy said. “There’s something about physically pushing paint around that you don’t get from just prompting MidJourney.”
AI is pushing us back toward our roots as artists and storytellers. The things that feel raw, messy, and personal—AI can’t touch those. And that’s exactly why they matter more than ever.
That’s the paradox.
AI gives us speed, efficiency, and endless iterations, but it also reminds us why human touch matters. It helps us focus on the feeling behind the work, rather than just the mechanics.
And that’s not to say using AI isn’t a part of this analogue evolution. Andy’s personal work proves it. Finding the right image or pattern to “cut out” for his compositions has dropped the needle on the next chapter of his visual storytelling.
The problem isn’t AI itself—it’s the idea of AI. It’s the fear of AI.
But let’s be real: people once thought Photoshop was cheating. Now? It’s just part of the process.
“It’s just expected. AI as a term will probably disappear and just become part of most of our tools. It’s already happening,” I told Andy.
“It’s important to remember it’s just part of the process, not the process,” Andy said. “Like Photoshop helped you get where you were going, AI does the same—but you need to know when and how to use it. That’s a skill on its own.”
Narratives always change over time.
AI isn’t a supervillain. It’s not the main character, either. It’s that background extra holding a boom mic, making sure we sound good while we do our thing.
It’s here to help us create and evolve. To make us wilder, more unpredictable, and push storytelling beyond the expected seven storylines.
I’m not treating it like a threat.
I’m treating it like the overqualified, unpaid intern who still has a lot to learn.
And I haven’t had to talk to HR in weeks.
It might even bring you a taco someday while you’re busy changing the creative world.
And take comfort in this: if AI were really here to replace us, it would have come up with a better closing line than this.
So, what do you think? Does AI make us more creative or am I off base? Is it an overqualified intern, or are we actually training it? Drop your thoughts…somewhere?
Feeling inspired? See how we can free your mind on your next project. Get in touch to see how we can collaborate.
Recently, our very own Adam Sherlock, Corey R., and Rebecca Darley shared why the secret sauce to unforgettable events isn’t found in algorithms alone—but in human imagination, playfulness, and creativity.
When you try to narrow down what makes a great event, words like connection, excitement and creativity spring to mind.
But what about fun? When we really gave it some thought, it seemed to us that fun—or more specifically, playfulness—is a crucial yet often overlooked element of what makes an event memorable for all the right reasons. When used well, it has transformative potential, turning a run-of-the-mill experience into something truly unforgettable.
Playfulness can be a powerful tool. But, speaking of powerful tools, how does it fit in with the biggest buzzword on everyone’s lips right now?
We’re talking, of course, about AI.
As a word, ‘play’ is difficult to neatly define precisely because it encompasses so many different activities, contexts and purposes. So, rather than us sit here and try, we’ll go straight to the experts.
Peter Gray, Professor of Psychology at Boston College, argues that ‘play’ has four defining characteristics:
It’s easy to see the connections between AI and those first three characteristics in particular:
But it’s that fourth point we really want to home in on. Can AI replicate the creativity and imagination of the human brain when it comes to playfulness?
We’d argue that, no, it can’t.
Back to events—or more specifically, great events. Think back to your last memorable exhibition: Was it the tech alone that made it stand out, or was it something more personal and unexpected? Often, it’s a clever idea dreamed up by someone who understands what genuinely resonates with people.
Take our stand for Sage at Accountex. The idea for our centrepiece (a GIANT umbrella, representing the uniting of their brands under one… well, umbrella) came straight from our very own brains. It was human imagination that sparked the idea, and human graft that delivered a quirky, fun and inviting experience that attendees simply couldn’t resist snapping a picture of.
Sure, we could have used AI to help generate a similar concept, but it’d have been nowhere near as good. Aside from the sheer scale of the thing, it was the subtle human understanding of humour, context and emotional connection that made it such a talking point.
That’s the thing with AI. It supports, but it doesn’t create. At least, not in the same way that we do.
What AI does really well is amplify human ideas. It also helps boost efficiency in the planning stages—things like rapid idea generation, fast visualisation, and predictive analytics are invaluable when it comes to streamlining our processes.
Crucially, the more streamlined our processes, the more time we have to push creative boundaries.
It’s a collaborative relationship, not a competitive one. The best event ideas, the ones that spark laughter, delight and connection, will always need a human touch. No amount of algorithmic planning alone can generate the genuine buzz of good, old-fashioned fun.
So, where does this leave us?
AI undoubtedly offers exciting new possibilities for event planning, helping us refine and execute our playful, creative ideas. But it’s authentic, spontaneous human interactions that create the real power of play at events. While AI is a valuable assistant, it’s never the star of the show.
At Outlook Creative, we believe in playful partnerships—human imagination, supported by smart AI. The future belongs to those who can harness AI’s strengths while never losing sight of what makes events truly unforgettable: creativity and human connection.
After all, you can programme AI, but you can’t programme genuine fun.
Now, excuse me while I go and ask ChatGPT how to fix my boiler.
Feeling inspired? Let’s bring some FUN to your next project. Get in touch to see how we can collaborate.
AI is a daily topic of conversation here at Outlook Creative—and for good reason. With developments moving at breakneck speed, it’s high time we update you on our approach to AI, the immediate benefits you can expect and how we see it shaping our future.
But before we launch in, there’s one important thing to reiterate: Confidentiality comes first. In all our AI explorations, protecting our clients’ information, data and outputs remains our top priority.
As an agency, we’re committed to using the latest and most advanced software, many of which have integrated AI into their latest offerings. All our production teams have access to these tools, and we’re already seeing the benefits in the speed and quality of outputs.
We’re still working on quantifying this in detail, but early data suggest that both cost per asset and the average overall project cost are decreasing.*
There’s a growing list of ‘quick wins’ facilitated by AI. Let’s get into them.
Voiceovers
AI voiceovers have come a long way in recent months. Historically, our view was that they weren’t quite good enough. But now they are, we’re looking at how we can take full advantage to reduce your costs. On average, we’re currently seeing cost reductions of 50–80% when using AI voiceovers—and much shorter lead times.
For the avoidance of doubt, there’s absolutely still a place for human voiceovers. But there’s also now one for AI-generated alternatives, too.
Moving forwards, for all projects requiring a voiceover, we’ll provide you with both options. The decision will always be yours to make.
LinkedIn
We know video posts perform better on LinkedIn—they get 5x more engagement on average. And with research suggesting that around 30% of people are auditory learners, adding voiceover can help make your message more memorable, accessible and effective.**
Given that AI voiceovers now provide a quality, more cost-effective solution, the team will now provide you with the option of an AI voiceover to support your LinkedIn assets. Again, this is your choice, but we will always give you the option.
Social assets, including LinkedIn
We’re also seeing some encouraging results when we take static social posts and animate them using AI, and we have a feeling that this will soon be ready for us to suggest as a matter of course. Once we get there, the team will routinely ask if you’d like to add animated versions of your static social posts to the assets we produce. Again, your choice.
We’ve formed an internal AI Action Group—a cross-agency team that pilots and tests new AI solutions as they emerge and meets regularly to discuss their findings.
It’s easy to get drawn in by the big, shiny applications of AI—and we have an eye on that. Our team is focusing on tangible, real-world applications that support your need for efficient, cost-effective solutions. Our efforts are underpinned by a ring-fenced fund dedicated to AI research.
Ongoing pilots include but are not limited to: ElevenLabs, Midjourney, Runway, Copilot, Claude, Descript, Adobe Firefly and ChatGPT. Some of you may have already received AI-generated meeting notes and actions to support effective project management.
Please note: These pilots are being conducted with confidentiality considerations as a top priority.
It would be very easy to make big, bold and profound predictions. However, the reality is that in this field, there’s still a lot to play out.
In the last few weeks alone, we’ve seen global news stories about the emergence of new AI being developed for a fraction of the cost—with even more capabilities. It feels likely that this is a story that will continue long into the future.
We also predict that AI technology will increasingly begin to migrate towards core products. The integration of AI into long-standing, trusted industry software is already happening, making further advancements surely inevitable. As a result, we expect any outstanding legal questions around licensing, usage, copyright and the legalities of AI-generated content to be resolved.
In the meantime, however, we must look to take advantage of AI within sensible risk parameters.
What’s for sure is that we intend to fully embrace this technology and explore all that it can offer our industry and the service we provide to you.
We’d love to hear from you if you have questions, ideas or thoughts. I’ve provided a link below for you to do just that.
*Based on a cross-section of example projects delivered in 2024 compared to previous years.
Introducing INSIDE/OUT: a new series offering a unique peek inside Outlook Creative’s extensive capabilities. In a nutshell, it’s all the ways we deliver on our brand promise to make a measurable difference for you.
You won’t find much fancy agency talk here—just pure skills and passion.
We believe design is everywhere. That’s why episode 3 of INSIDE/OUT drops you right into our Design team’s world.
No fluff. No guff. Just a dedicated team of designers making magic happen.
Enjoy the show—and keep an eye out for more episodes coming your way soon. 👀
Want to find out how our designers can sprinkle come magic on your next project? Reach out.
Recently, our Joint MD, Adam Sherlock shared some thoughts on AI’s role in revolutionising trade stand management and congress design. And he’s spot on—rather than ‘smuggling AI’ into the workplace we need to find the right ways to explore this next step.
Congresses are one of my favourite sectors within the creative industry. The vibe is different—multiple suppliers, all in the same space, showcasing their work.
We all appreciate a ‘standout’ stand—the unique design, the most engaging experience, or even just the one with the best giveaways. But what was the journey that stand went on? And what role has AI played in its development?
Adapting and implementing AI across much of what we do is no longer a choice—it’s a necessity. Initially, creatives saw AI as a threat to the norm, but resilience and adaptability are in our DNA. The focus has since shifted to maximising AI’s potential and improving our offering to clients.
We’re all using AI to some degree—sometimes even in secret. I recently read a BBC article about employees ‘smuggling AI’ into the workplace. Businesses that restrict exploration will surely be left behind. At Outlook Creative, we’ve launched an AI action group to explore its evolution together.
We thrive on disruption and breaking patterns—something AI has yet to fully master. It’s often said that AI lacks personality. However, what it does offer is an invaluable tool to accelerate projects and push creative boundaries.
The fun part. Brief received. Pencils at the ready.
The phrase ‘sketching on the back of a cigarette packet’ may be lost on some, but some of the best ideas have started this way. From early iterations to days of tweaking in the studio, the ideation stage has always been an exciting process.
This is also where AI can work its magic. Quick-hit ideas provide a great starting point and help steer creative direction. Anyone who has attempted to design an entire stand will understand the frustrations it can bring. AI won’t replace the creative process, but it can assist with designing specific spaces, exploring different viewpoints, and refining layouts.
Industry trends and data are now easily accessible. Understanding what has worked well at past congresses is just a prompt away. AI doesn’t replace experience and firsthand knowledge, but when pitching for a new project, it can be invaluable. The same applies to analysing your target audience—this has never been more accessible. These are all positive changes, and a good agency will use these tools to become a more valued partner. The true value lies in collaborating with AI and knowing how to use it effectively.
“From early iterations to days of tweaking in the studio, the ideation stage has always been an exciting process.”
Bringing concepts to life has always been an adventure—traditionally, it required detailed sketches, 3D renders, and long hours in the studio. As creatives, we know the challenge of communicating a vision to clients and vendors. You see it clearly in your head, but how do you best convey it?
3D renders have long been an essential tool, allowing us to create a tangible representation of a stand. When produced by a skilled 3D artist, they are incredibly effective, but the process can be time-consuming and costly. AI is now helping to streamline this, working under exact specifications to generate visuals faster—allowing creatives to focus on pushing boundaries and exploring multiple options.
This doesn’t eliminate the need for 3D artists—quite the opposite. It strengthens the relationship between creative and production teams, ensuring efficiency while maintaining a human touch. The transition from sketch to 3D now seamlessly merges ideation and visualisation, opening up new possibilities for immersive previews, real-time adjustments, and virtual walkthroughs.
However, make no mistake—this is still a skill-driven process. AI is a powerful tool, not a replacement. The real value comes from how AI-driven visualisation supports human creativity, giving agencies and clients another layer to make bold, well-informed decisions.
We’ve said it before, and we’ll say it again—it’s all about the research.
Endless hours of Googling have always been an inconsistent task, digging through out-of-date trends and questionable sources. AI now helps with quick-hit insights upfront. Working alongside creatives, project managers, and tech teams, AI can supply real-time data on location-specific options, costs, and availability. It’s not always perfect, but it provides a strong starting point to guide decision-making.
At the core of great trade stand management is human interaction. AI isn’t just about assisted search; it’s about enhancing engagement. The best agencies understand that leveraging AI effectively is key. No single tool does everything—it’s about stacking AI capabilities to enhance storytelling and interaction.
Some key AI-driven applications for on-stand content include:
At Outlook Creative, we see AI as a tool—a partner, not a replacement. It helps transform creative ideas into reality while keeping human insight at the core.
Craftsmanship, experience, and attention to detail are where agencies set themselves apart—core elements of effective trade stand management. There is nothing artificial about that.
Yes, the world of ‘digital twins’ and online congresses is exciting, but when it comes to the physical and human element—does anything really beat face-to-face interaction? Personally, I have yet to see AI’s direct impact on physical builds, but I’d love to hear others’ thoughts.
One critical point the entire creative industry must consider is sustainability—a topic that deserves an entire discussion of its own. AI requires massive amounts of power to function, and this should be factored into post-event sustainability reports. If we’re truly striving for greener events, this is something we can’t ignore.
AI isn’t replacing creativity—it’s reshaping how we work, unlocking new efficiencies, and challenging us to think differently. The best agencies will be the ones that embrace AI as an enabler, using it to refine ideas, enhance visualisation, and improve engagement.
At the end of the day, congresses and exhibitions are about connection—between brands and audiences, suppliers and partners, and ideas and execution. AI can enhance these connections, but it’s human creativity that brings them to life.
Want to see how AI can improve your next congress? Get in touch today to see how Outlook Creative can support you with design, trade stand management and everything in between.
In an era dominated by short-form, snackable content, a fascinating shift is happening—long-form content is making a remarkable comeback. We’ve seen firsthand how meaningful, in-depth content can cut through the noise and foster genuine engagement.
Whether it’s through extended podcast episodes, magazine-style storytelling, high-value thought leadership pieces or long-form video content, the resurgence of comprehensive storytelling is an opportunity that marketing and communications professionals cannot afford to ignore.
1. Podcast episodes are getting longer
The top global podcasts indicate a trend towards extended episode lengths. Shows like The Joe Rogan Experience frequently exceed three hours, while others like The Daily cater to a more time-sensitive audience with concise 20—30-minute episodes. However, research suggests that audiences are increasingly engaging with long-form discussions, seeking deeper, more nuanced content over quick soundbites.
2. The return of magazine-style storytelling
Digital fatigue and the rise of AI-generated content have led audiences to crave well-crafted, immersive reading experiences. We’ve observed a resurgence of long-form storytelling in the form of digital magazines, industry reports and feature-length articles. These formats provide the space to develop narratives that resonate, creating lasting value rather than ephemeral engagement.
3. Industry experts endorse long-form content
Thought leaders like Daniel Priestley and Neil Patel strongly advocate for the power of long-form content. Priestley emphasises that deep, unscripted conversations foster trust and credibility, while Patel highlights the SEO and authority-building benefits of in-depth articles exceeding 2,000 words. Both experts agree: long-form content is a powerful tool for engagement and influence.
As communicators, we must recognise that audiences are shifting their attention towards content that feels authentic, valuable and not just another fleeting asset in a sea of digital clutter. The success of our internal and client-focused magazines serves as proof—when done right, long-form content generates stronger brand affinity, deeper engagement and more meaningful conversations.
How to leverage long-form content effectively
As the digital landscape continues to evolve, brands that invest in meaningful, high-quality content will stand out. The challenge isn’t just about length—it’s about depth, authenticity and value. Marketing and communications professionals who embrace this shift will be better positioned to build trust, create lasting impact and foster loyal audiences.
The time for long-form content is now. Are you ready to tell a story that truly matters?
This article was created in collaboration between myself and AI, using the following prompt and then refined through human (me) editing:
There seems to be a growing prominence for long-form content in marketing and communication use.
It seems to me that:
1. Many popular podcasts have episodes that are growing in length.
2. A return to magazine-style content seems on the rise.
3. Prominent voices in the industry such as Neil Patel & Daniel Priestley seem to be advocating its use.
In addition, I find myself craving authentic, meaningful content that doesn’t seem ‘throwaway’ or just another asset in hundreds that have been created.
We ourselves have produced a number of magazines to use both internally and as client communications, which have received rave feedback.
Using the above and the following questions:
1. What are Daniel Priestley’s views on long-form content?
2. Looking specifically at the top 10 podcasts globally, what trends can be seen in episode length?
3. What are Neil Patel’s views on long-form content?
Using this information, write me a thought leadership article, from the position of a creative production agency, supporting MarComm professionals on the topic of long-form content and its benefits.
“Have we become too comfortable with convenience?”
Our Joint MD, John, recently took a trip to Switzerland to catch up with some of our clients (read about it here). It was a valuable visit for lots of reasons—not least because of his now expert-level knowledge of Swiss public transport—and it got us thinking.
With hybrid and remote working becoming more commonplace as a result of the COVID-19 pandemic, is the ease of virtual communication actually just moving the dial too far in the wrong direction?
Like everything in life, it’s all about balance—and Teams and Zoom have undeniably brought huge benefits, especially in a more eco-conscious world. But many of us have seemingly convinced ourselves that virtual catchups are more effective.
John’s week in Switzerland gave us a timely reminder that this isn’t always true. But more importantly, it led to two vital conclusions:
The science stuff
Our discussion about the impact of our boosted screen time set the cogs whirring; surely there’s something scientific in all this? As it turns out, there very much is.
We know that the timeline of human existence on Earth stretches back around 200,000 years. Up until March 2020, the majority of this time has been spent almost exclusively in person.
So, face-to-face interaction is deeply rooted in our biological evolution. More recent findings also show that our behaviour, brain processes, and cognition work differently when we interact in the same physical space.
It’s a chemistry thing. In-person conversations, along with physical gestures like handshakes and hugs, have been proven to release oxytocin—a feel-good hormone that builds trust and fosters social connections.
Which makes sense. It’s much harder to read things like body language and social cues through a screen; we lose the subtlety that’s so key to shaping our dynamics and strengthening our relationships. The task-oriented nature of our virtual meetings also leaves little space for the small talk that helps us feel more connected with one another.
“You can’t truly add value and elevate a project with creativity until you know your client. And you’ll never fully know your client until you’ve spent time with them in person.”
How do we reconcile this with modern-day agency life?
Ours is a people industry. It’s also creative and fast-paced with tight deadlines. Sometimes, we just need to get shit done, pronto, and in these instances, it absolutely makes sense to jump on a Teams call.
But the thing is, it’s not always about productivity or efficiency. Building trust and rapport with our clients is essential for us to do what we do best (transforming creative into reality). And you have to put the work in to make this happen.
We’ve never been an agency to just churn out what our clients ask for without a second thought; we pride ourselves on going above and beyond. But you fundamentally can’t do that well without knowing the person behind the brief.
So, to answer our own question, we think convenience is overrated—and we challenge you to change our minds. Let’s chat about it in person; coffees are on us.
Let’s make ideas happen—together. Visit us in person and experience how collaboration sparks creativity.