The WPI network has embraced talent exchange programs, and it’s not difficult to see why. Talent exchanges are beneficial for all involved parties. The employees are permitted an inspiring, challenging and singular experience that helps them grow professionally and personally. And the agencies receive diversity of thought, a fresh multicultural perspective, and a unique way to attract, retain and reward their staff. 

The most recent talent exchange within the WPI global network of independent agencies occurred between The Union in Scotland and Advance in Copenhagen. The Union Copywriter Saoirse McKenna spent four weeks at Advance, experiencing work and life in Denmark, learning how to incorporate play into the agency environment, and gaining insight into the connections between food and productivity. 

We asked Saoirse, along with Gus Chalmers, Managing Director with The Union, and Ann-Louise Rosen, Client Services Director and Partner with Advance, what benefits they received from the experience.

Why did you decide to participate in the talent exchange?

Ann-Louise: Out of curiosity. Advance is a Danish Company, serving mostly Danish brands that operate globally, so we are quite an international group of people and we through it would be fun to have somebody from another network agency come work with us to see what we can learn from each other. We really like the idea of a WPI exchange program, both to have people visit us and to be able to give some of our own people the opportunity to learn from other WPI agencies in other markets.

Gus: We kicked this off last year when one of our copywriters spent a month with Butler Shine Stern & Partners in Sausalito.  We see it as a great way of rewarding talent and at the same time getting a window on the different ways agencies work and innovate.

Saoirse: I wanted to explore the working practices of a Danish agency. Denmark is known for its forward-thinking approach to work, so I was  particularly interested in how they balance work and life in our fast-paced industry. Likewise, Advance have a pretty extraordinary record for staff and client retention and I was really interested in understanding why and what we could learn from that.

How was Saoirse selected for this talent exchange?

Gus: We now have a process where all staff are invited to apply for the programme – they have one side of A4 to say why they should be the one chosen and where they’d ideally like to go (and why).  Our senior management team then review all the entries and pick a winner.

Saoirse: Union Direct have a programme called, ‘Change of Scenery’, where one person is chosen to work at any partner agency of their choice, anywhere in the world. Flights, salary and accommodation are all included in the prize. I applied last year on the basis of choosing Advance and was this year’s lucky candidate.

How was Advance selected as the agency to exchange talent with?

Gus: Really this is down to the individual – but we’re obviously looking for a good work experience where hopefully our agency, the individual and the partner agency all gain from the process.

What was the day-to-day like during the exchange?

Saoirse: Day-to-day my experience was a fairly typical ‘agency creative’ day, with lots of brainstorming, writing and briefings. Of course there were some big differences, such as the hours, which are 9-5, rather than 9-5.30, like at home. There’s also an all-agency catered lunch, which I absolutely loved and talked about incessantly!

[Editor’s Note: Saoirse took over Advance’s Instagram Stories during her time in Copenhagen. Check some highlights from her time and insights into the daily experience at a new agency.]

How was the experience different than your usual work?

Saoirse: From a workplace culture perspective, there was a greater emphasis on work/life balance and definitely a step away from the ‘work hard, play hard’ attitude of advertising in the UK and the US.

How will the experiences and skills you gained help you back home?

Saoirse: The greatest takeaways were from questioning the logic behind our longstanding work practices. Why do we stay late so often? Are we really being more productive or is it sometimes a case of showing face? Seeing how it works elsewhere took away the logic from some of those ‘that’s just how it works’ elements to how we work.

What did your agency gain from this experience?

Ann-Louise: Besides the fact that Saoirse jumped into various projects full of energy and made a valuable contribution from day one, she was also very keen to learn about the differences between Danish and Scottish working cultures and did an excellent presentation for the whole agency at the end of her stay emphasizing the differences between agencies and what we can learn from each other. That was definitely a great experience for all and made us think about what we value about our own culture, and what we can learn from others. Also, Saoirse is a very nice and open-minded creative person who contributed to the good mood and energy level at the agency. We were happy to have her here.   

Gus: Last year, with the visit to BSSP, we gained some really good insight into different ways of working, some of which we’ve implemented. Plus hopefully a super motivated employee who feels recognised and rewarded for all their hard work and ability. So hoping this year we’ll get some more of the same!

Will you participate in more talent exchanges in the future?

Ann-Louise: We would definitely like to do this again. And we are also considering how we can offer this as an opportunity to some of our young talents. Sending them somewhere to learn is both an experience and a gain for the individual who is sent out, and for us as an agency, as we always welcome new and different inspiration and thinking.

Gus: Definitely. In fact applications for 2020 are due in by the end of the year…

Saoirse: 100%. Our industry is always changing, always moving forward, so we should equally always be questioning the way we do things, as much as the work we’re making, if not more. Exploring another country or another agency is probably one of the most eye-opening, intensive ways to do that. It was hands down the best working experience I’ve ever had.

Would you recommend other agencies offer this for their staff?

Ann-Louise: Definitely. I think we can learn so much from each other, and this is an excellent way of doing that.  

Gus: Again, for sure.  Apart from the benefits described, we feel it’s a fantastic way of making WPI something really tangible for all our staff.

Describe your experience in one word?

Saoirse: Life-altering (cheating a bit with the dash there!) 

[If you couldn’t tell she was a copywriter, that’s how you know!]

The employees, the agencies involved, and the WPI network as a whole benefit from talent exchange programs, and we look forward to seeing more of these exchanges across the network. If you’re a WPI partner and would like to participate in a talent exchange with another agency in the network, please contact Rebekah Giaraffa.