{"id":1728,"date":"2017-03-26T08:39:44","date_gmt":"2017-03-26T08:39:44","guid":{"rendered":"http:\/\/apglobaltalent.com\/give-ad-agency-people-a-break\/"},"modified":"2020-02-19T11:04:32","modified_gmt":"2020-02-19T11:04:32","slug":"give-ad-agency-people-a-break","status":"publish","type":"post","link":"https:\/\/apglobaltalent.com\/ja\/give-ad-agency-people-a-break\/","title":{"rendered":"Give Ad Agency People a Break"},"content":{"rendered":"

In a famous campaign for Duracell (then owned by P&G), a herd of drumming bunnies slowly run out of battery power, but the Duracell Bunny outlasts them all. The TV ads, which debuted in 1973, brilliantly encapsulated Duracell\u2019s core proposition.<\/p>\n

When\u00a0P&G neglected to renew the trademark on its furry pink ambassador, Energiser came out with a great counter-campaign in the 1990s, but that\u2019s another story.<\/p>\n

The point is that the Duracell Bunny is what ad agencies do best. It\u2019s creative, memorable, and communicates in less than 30 seconds what no corporate brochure or website ever could.<\/p>\n

But the Duracell Bunny also masks a tragedy. Because advertising agencies started to think of their own people as a bit like Duracell Bunnies too. Juice them up with a good salary and their arms will go on pounding out great campaigns day after day, night after night, year after year.<\/p>\n

The problem is that advertising runs on brains. A battery with 5% of its charge remaining can still power a toy rabbit. But a human brain with only 5% of its processing power can barely function at all, let alone think a creative thought.<\/p>\n

Some advertising agencies are already wise to the problem and it\u2019s no surprise that it\u2019s the agencies which view creativity as their lifeblood. Other agencies for whom the client relationship comes first increasingly risk losing their most talented people.<\/p>\n

 <\/p>\n

\"\"<\/p>\n

 <\/p>\n

Part of AP Global Talent\u2019s mission is to guide people to the agencies that best match their preferred working style before they reach the level of burnout that can cause them to exit the industry. Because, make no mistake, the ad industry is one of the most intellectually engaging places to earn a wage.<\/p>\n

Compare that to a client-side position where the agency refugee confronts a new set of problems: lack of creative work, management of external agencies, and a new set of political and organisational challenges to overcome.<\/p>\n

Our work happens to be mainly in Japan, a challenging market where a culture of long office hours allied to a customer\/client-is-god mentality mean that ad agencies are far from the only offenders when it comes to draining the battery life of their employees.<\/p>\n

A distinctive feature of Japan is that peer-group pressure, and not just demanding clients, is the reason behind much of the culture of overwork. People simply don\u2019t feel able to leave the office before their colleagues, meaning everyone has to fall in line behind the mythical Duracell Bunny, however low their batteries may be running.<\/p>\n

 <\/p>\n

Time to recharge?<\/strong><\/h3>\n

 <\/p>\n

An expectation of long hours has many negative effects. It can cause energy conservation during the day – why burn yourself out by 7pm when you know you\u2019ll be here for at least another three hours – leading to reduced levels of creativity and engagement. Efficiency is another casualty.<\/p>\n

Overwork can also cause people to avoid leisure-time activities in favour of simply taking a rest. That means people in advertising may be missing out on the cultural and social experiences that prompt new insights into creative and consumer trends; also known as\u00a0having a (mindful) good time.<\/p>\n

We think it\u2019s vital that people who work at advertising agencies are granted time to recharge their batteries. Leaving the office on time shouldn’t be viewed as lacking the necessary passion or\u00a0‘drive’. Instead, it should be seen as that person\u2019s commitment to arrive at work fully charged the next day.<\/p>\n

 <\/p>\n

\"\"<\/p>\n

 <\/p>\n

At the management level, advertising agencies must come around to the idea that it\u2019s part of their competitive advantage to send their people home. The recent introduction of monthly \u2018Premium Fridays\u2019 in Japan feels like a gesture. What\u2019s needed is a total redefinition of how we measure attitude and performance.<\/p>\n

Our clients are coming up with some interesting ways to promote a better work-life balance. One agency is evaluating managers based on the number of hours worked by their subordinates. Starting this year, it will also offer free counselling and provide training on time and stress management to all employees.<\/p>\n

Another agency in Japan recently became a separate corporate entity from its Japanese parent. The idea here is to break the chains with domestic management and promote more progressive ideas about work and performance in line with its global network.<\/p>\n

Several agencies are prioritising the need to retain female staff and ramping up provision for flexible working to address the shocking statistic that women comprise fewer than 10% of managers in the ad industry in Japan.<\/p>\n

These are the first positive signs to emerge after a year of hard knocks and hard lessons for ad agencies in 2016. Faced with competition from startups and consulting firms, the industry is learning that it can\u2019t rely on an endless influx of young talent and instead needs to work harder to keep its best people.<\/p>\n

And that starts by giving them a break.<\/p>\n

\"\"<\/p>\n

Enjoy this article? Follow AP Global Talent, recruitment specialists for advertising jobs in Japan. See our latest job openings<\/a><\/u> or start a conversation<\/a><\/u> with us today.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

The Duracell Bunny showed what ad agencies do best. But also what they do worst.<\/p>\n","protected":false},"author":1,"featured_media":1789,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[147,148],"tags":[],"class_list":["post-1728","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-careers-ja","category-opinion-ja"],"yoast_head":"\nGive Ad Agency People a Break<\/title>\n<meta name=\"description\" content=\"The Duracell Bunny showed what ad agencies do best. But agencies are wrong to expect such impressive feats of endurance from their employees.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/apglobaltalent.com\/ja\/give-ad-agency-people-a-break\/\" \/>\n<meta property=\"og:locale\" content=\"ja_JP\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Give Ad Agency People a Break\" \/>\n<meta property=\"og:description\" content=\"The Duracell Bunny showed what ad agencies do best. But agencies are wrong to expect such impressive feats of endurance from their employees.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/apglobaltalent.com\/ja\/give-ad-agency-people-a-break\/\" \/>\n<meta property=\"og:site_name\" content=\"AP GLOBAL TALENT\" \/>\n<meta property=\"article:published_time\" content=\"2017-03-26T08:39:44+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-02-19T11:04:32+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/apglobaltalent.com\/wp-content\/uploads\/2017\/03\/dbunny.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1265\" \/>\n\t<meta property=\"og:image:height\" content=\"817\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"AP Global Talent\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u57f7\u7b46\u8005\" \/>\n\t<meta name=\"twitter:data1\" content=\"AP Global Talent\" \/>\n\t<meta name=\"twitter:label2\" content=\"\u63a8\u5b9a\u8aad\u307f\u53d6\u308a\u6642\u9593\" \/>\n\t<meta name=\"twitter:data2\" content=\"4\u5206\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/apglobaltalent.com\\\/ja\\\/give-ad-agency-people-a-break\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/apglobaltalent.com\\\/ja\\\/give-ad-agency-people-a-break\\\/\"},\"author\":{\"name\":\"AP Global Talent\",\"@id\":\"https:\\\/\\\/apglobaltalent.com\\\/#\\\/schema\\\/person\\\/0e019d0e9680a8db7a5c78300ad19d1a\"},\"headline\":\"Give Ad Agency People a Break\",\"datePublished\":\"2017-03-26T08:39:44+00:00\",\"dateModified\":\"2020-02-19T11:04:32+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/apglobaltalent.com\\\/ja\\\/give-ad-agency-people-a-break\\\/\"},\"wordCount\":861,\"publisher\":{\"@id\":\"https:\\\/\\\/apglobaltalent.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/apglobaltalent.com\\\/ja\\\/give-ad-agency-people-a-break\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/apglobaltalent.com\\\/wp-content\\\/uploads\\\/2017\\\/03\\\/dbunny.jpg\",\"articleSection\":[\"Careers\",\"Opinion\"],\"inLanguage\":\"ja\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/apglobaltalent.com\\\/ja\\\/give-ad-agency-people-a-break\\\/\",\"url\":\"https:\\\/\\\/apglobaltalent.com\\\/ja\\\/give-ad-agency-people-a-break\\\/\",\"name\":\"Give Ad Agency People a Break\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/apglobaltalent.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/apglobaltalent.com\\\/ja\\\/give-ad-agency-people-a-break\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/apglobaltalent.com\\\/ja\\\/give-ad-agency-people-a-break\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/apglobaltalent.com\\\/wp-content\\\/uploads\\\/2017\\\/03\\\/dbunny.jpg\",\"datePublished\":\"2017-03-26T08:39:44+00:00\",\"dateModified\":\"2020-02-19T11:04:32+00:00\",\"description\":\"The Duracell Bunny showed what ad agencies do best. But agencies are wrong to expect such impressive feats of endurance from their employees.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/apglobaltalent.com\\\/ja\\\/give-ad-agency-people-a-break\\\/#breadcrumb\"},\"inLanguage\":\"ja\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/apglobaltalent.com\\\/ja\\\/give-ad-agency-people-a-break\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"ja\",\"@id\":\"https:\\\/\\\/apglobaltalent.com\\\/ja\\\/give-ad-agency-people-a-break\\\/#primaryimage\",\"url\":\"https:\\\/\\\/apglobaltalent.com\\\/wp-content\\\/uploads\\\/2017\\\/03\\\/dbunny.jpg\",\"contentUrl\":\"https:\\\/\\\/apglobaltalent.com\\\/wp-content\\\/uploads\\\/2017\\\/03\\\/dbunny.jpg\",\"width\":1265,\"height\":817},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/apglobaltalent.com\\\/ja\\\/give-ad-agency-people-a-break\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/apglobaltalent.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Give Ad Agency People a Break\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/apglobaltalent.com\\\/#website\",\"url\":\"https:\\\/\\\/apglobaltalent.com\\\/\",\"name\":\"AP GLOBAL TALENT\",\"description\":\"The recruitment specialists for Advertising, Marketing, Media and Design jobs in Japan\",\"publisher\":{\"@id\":\"https:\\\/\\\/apglobaltalent.com\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/apglobaltalent.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"ja\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/apglobaltalent.com\\\/#organization\",\"name\":\"AP Global Talent\",\"url\":\"https:\\\/\\\/apglobaltalent.com\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"ja\",\"@id\":\"https:\\\/\\\/apglobaltalent.com\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"\",\"contentUrl\":\"\",\"caption\":\"AP Global Talent\"},\"image\":{\"@id\":\"https:\\\/\\\/apglobaltalent.com\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/apglobaltalent.com\\\/#\\\/schema\\\/person\\\/0e019d0e9680a8db7a5c78300ad19d1a\",\"name\":\"AP Global Talent\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"ja\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/68486c143eb55c7f512add78f45e5fcc17148b885238af3d3237708e8b777dd2?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/68486c143eb55c7f512add78f45e5fcc17148b885238af3d3237708e8b777dd2?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/68486c143eb55c7f512add78f45e5fcc17148b885238af3d3237708e8b777dd2?s=96&d=mm&r=g\",\"caption\":\"AP Global Talent\"},\"url\":\"https:\\\/\\\/apglobaltalent.com\\\/ja\\\/author\\\/bobby\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Give Ad Agency People a Break","description":"The Duracell Bunny showed what ad agencies do best. But agencies are wrong to expect such impressive feats of endurance from their employees.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/apglobaltalent.com\/ja\/give-ad-agency-people-a-break\/","og_locale":"ja_JP","og_type":"article","og_title":"Give Ad Agency People a Break","og_description":"The Duracell Bunny showed what ad agencies do best. But agencies are wrong to expect such impressive feats of endurance from their employees.","og_url":"https:\/\/apglobaltalent.com\/ja\/give-ad-agency-people-a-break\/","og_site_name":"AP GLOBAL TALENT","article_published_time":"2017-03-26T08:39:44+00:00","article_modified_time":"2020-02-19T11:04:32+00:00","og_image":[{"width":1265,"height":817,"url":"https:\/\/apglobaltalent.com\/wp-content\/uploads\/2017\/03\/dbunny.jpg","type":"image\/jpeg"}],"author":"AP Global Talent","twitter_card":"summary_large_image","twitter_misc":{"\u57f7\u7b46\u8005":"AP Global Talent","\u63a8\u5b9a\u8aad\u307f\u53d6\u308a\u6642\u9593":"4\u5206"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/apglobaltalent.com\/ja\/give-ad-agency-people-a-break\/#article","isPartOf":{"@id":"https:\/\/apglobaltalent.com\/ja\/give-ad-agency-people-a-break\/"},"author":{"name":"AP Global Talent","@id":"https:\/\/apglobaltalent.com\/#\/schema\/person\/0e019d0e9680a8db7a5c78300ad19d1a"},"headline":"Give Ad Agency People a Break","datePublished":"2017-03-26T08:39:44+00:00","dateModified":"2020-02-19T11:04:32+00:00","mainEntityOfPage":{"@id":"https:\/\/apglobaltalent.com\/ja\/give-ad-agency-people-a-break\/"},"wordCount":861,"publisher":{"@id":"https:\/\/apglobaltalent.com\/#organization"},"image":{"@id":"https:\/\/apglobaltalent.com\/ja\/give-ad-agency-people-a-break\/#primaryimage"},"thumbnailUrl":"https:\/\/apglobaltalent.com\/wp-content\/uploads\/2017\/03\/dbunny.jpg","articleSection":["Careers","Opinion"],"inLanguage":"ja"},{"@type":"WebPage","@id":"https:\/\/apglobaltalent.com\/ja\/give-ad-agency-people-a-break\/","url":"https:\/\/apglobaltalent.com\/ja\/give-ad-agency-people-a-break\/","name":"Give Ad Agency People a Break","isPartOf":{"@id":"https:\/\/apglobaltalent.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/apglobaltalent.com\/ja\/give-ad-agency-people-a-break\/#primaryimage"},"image":{"@id":"https:\/\/apglobaltalent.com\/ja\/give-ad-agency-people-a-break\/#primaryimage"},"thumbnailUrl":"https:\/\/apglobaltalent.com\/wp-content\/uploads\/2017\/03\/dbunny.jpg","datePublished":"2017-03-26T08:39:44+00:00","dateModified":"2020-02-19T11:04:32+00:00","description":"The Duracell Bunny showed what ad agencies do best. But agencies are wrong to expect such impressive feats of endurance from their employees.","breadcrumb":{"@id":"https:\/\/apglobaltalent.com\/ja\/give-ad-agency-people-a-break\/#breadcrumb"},"inLanguage":"ja","potentialAction":[{"@type":"ReadAction","target":["https:\/\/apglobaltalent.com\/ja\/give-ad-agency-people-a-break\/"]}]},{"@type":"ImageObject","inLanguage":"ja","@id":"https:\/\/apglobaltalent.com\/ja\/give-ad-agency-people-a-break\/#primaryimage","url":"https:\/\/apglobaltalent.com\/wp-content\/uploads\/2017\/03\/dbunny.jpg","contentUrl":"https:\/\/apglobaltalent.com\/wp-content\/uploads\/2017\/03\/dbunny.jpg","width":1265,"height":817},{"@type":"BreadcrumbList","@id":"https:\/\/apglobaltalent.com\/ja\/give-ad-agency-people-a-break\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/apglobaltalent.com\/"},{"@type":"ListItem","position":2,"name":"Give Ad Agency People a Break"}]},{"@type":"WebSite","@id":"https:\/\/apglobaltalent.com\/#website","url":"https:\/\/apglobaltalent.com\/","name":"AP GLOBAL TALENT","description":"The recruitment specialists for Advertising, Marketing, Media and Design jobs in Japan","publisher":{"@id":"https:\/\/apglobaltalent.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/apglobaltalent.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"ja"},{"@type":"Organization","@id":"https:\/\/apglobaltalent.com\/#organization","name":"AP Global Talent","url":"https:\/\/apglobaltalent.com\/","logo":{"@type":"ImageObject","inLanguage":"ja","@id":"https:\/\/apglobaltalent.com\/#\/schema\/logo\/image\/","url":"","contentUrl":"","caption":"AP Global Talent"},"image":{"@id":"https:\/\/apglobaltalent.com\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/apglobaltalent.com\/#\/schema\/person\/0e019d0e9680a8db7a5c78300ad19d1a","name":"AP Global Talent","image":{"@type":"ImageObject","inLanguage":"ja","@id":"https:\/\/secure.gravatar.com\/avatar\/68486c143eb55c7f512add78f45e5fcc17148b885238af3d3237708e8b777dd2?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/68486c143eb55c7f512add78f45e5fcc17148b885238af3d3237708e8b777dd2?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/68486c143eb55c7f512add78f45e5fcc17148b885238af3d3237708e8b777dd2?s=96&d=mm&r=g","caption":"AP Global Talent"},"url":"https:\/\/apglobaltalent.com\/ja\/author\/bobby\/"}]}},"_links":{"self":[{"href":"https:\/\/apglobaltalent.com\/ja\/wp-json\/wp\/v2\/posts\/1728","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/apglobaltalent.com\/ja\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/apglobaltalent.com\/ja\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/apglobaltalent.com\/ja\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/apglobaltalent.com\/ja\/wp-json\/wp\/v2\/comments?post=1728"}],"version-history":[{"count":1,"href":"https:\/\/apglobaltalent.com\/ja\/wp-json\/wp\/v2\/posts\/1728\/revisions"}],"predecessor-version":[{"id":1865,"href":"https:\/\/apglobaltalent.com\/ja\/wp-json\/wp\/v2\/posts\/1728\/revisions\/1865"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/apglobaltalent.com\/ja\/wp-json\/wp\/v2\/media\/1789"}],"wp:attachment":[{"href":"https:\/\/apglobaltalent.com\/ja\/wp-json\/wp\/v2\/media?parent=1728"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/apglobaltalent.com\/ja\/wp-json\/wp\/v2\/categories?post=1728"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/apglobaltalent.com\/ja\/wp-json\/wp\/v2\/tags?post=1728"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}