By Roger Sahyoun, Chairman of the Network Communication Group
The shift to a virtual world of work presents us with both an opportunity and a fear of ambiguity.
Office life has existed for many years and we’ve got accustomed to it. Punching in, having our morning coffee at our desks while checking emails, jumping into team brainstorming sessions, cracking jokes with some colleagues, and so on… Out of all this, what’s most important is that management knew exactly how time was being managed.
With the pandemic and the radical shift to work from home, most firms had no choice but to adapt quickly. Today, with life getting back to “normal,” some companies didn’t waste another second, urging their employees to get back to the office with Bloomberg even paying a stipend of up to $75 a day to attract its workers back to its building in London. On the flip side, social media giant Pinterest paid $90 million to end a new lease obligation on office space near its headquarters in San Francisco to create a “more distributed workforce.”
The fears that come out of this new culture of work are many; most prominently, managers wouldn’t have a clear account anymore of how their employees are utilizing their time. Additionally, what would that mean for teamwork? Would it vanish? Now, putting all the fears aside, some of the opportunities that this new model opens up are very intriguing. Firms can now save up on rent, electricity, office supplies, and the likes, while giving their employees a sense of freedom in an attempt to generate high productivity and efficiency.
If we take the example of Lebanon today, with the devaluation of the local currency and the dire economic situation, it was noticed that working remotely all while liaising and interacting with other countries has played a tremendous role in keeping foreign currencies rolling in, thus creating an economic boost both to the workforce and the country as a whole.
With such new work models, many questions remain unsolved. Should we make the shift or not? Can all sectors - banking, for instance - succeed in implementing such new models? The answer remains in the future.
Parody advertising is a double-edged sword. It can be pretty effective, but it can also backfire spectacularly. To understand what works and what doesn’t, Communicate spoke to Jaison Ben, Creative Director at Publicis Middle East, who was behind the campaign for Nescafe 3in1’s new packaging, unveiled earlier in the year. How to know when parody […]
Interested in the fast-growing gaming community in the region? Communicate spoke with Mathew Pickering, Managing Director at gaming and esports communications agency Power League Gaming, to break it down for you. What does PLG do, exactly? Power League Gaming connects brands with Arabic gaming and esports audiences, primarily across MENA, of which 30% of the […]
A little more than a year ago, Majid Al Futtaim unveiled Share, its app-based lifestyle rewards program. A few months later, Covid-19 struck. Communicate sat with Kashmira Motiwalla, Head of the Share loyalty program at Majid Al Futtaim, to discuss what that meant for the newly-launched initiative. What impact did the pandemic and the lockdowns […]
Imad Jomaa, Founder and President of Lebanon-based holding company JGroup, explains how he sees programmatic in light of JGroup’s recent investment in FoxPush, a Dubai-based full-stack solution for publishers and digital advertisers. How fast is the programmatic ad market growing in the region and what is driving this growth? Programmatic advertising is growing rapidly across […]