The power of hap­pi­ness

Campaign UK - - CONTENTS - By Rachel Barnes UK edi­tor

Cute dogs in the of­fice. Flex­i­ble work­ing. Free trips away. Spot bonuses. And ping-pong. Ob­vi­ously. Just a few ways com­pa­nies are try­ing to show their peo­ple that they see them as hu­mans, not costs that need con­trol­ling. A few years ago on Mar­ket­ing, I wrote a col­umn about the se­ri­ous busi­ness of hap­pi­ness in the work­place. Since then, there are few com­pa­nies that haven’t wo­ken up to the value pay­back of a happy and ful­filled work­force (oh yes, there are still some…). This isn’t fluffy stuff: a great place to work is some­where peo­ple know how much they are val­ued, ac­cord­ing to Prox­im­ity Lon­don’s Gabrielle Ludzker (p39), speak­ing af­ter the com­pany was re­vealed as one of Cam­paign’s 50 Best Places to Work – a bril­liant list, mak­ing its 2018 de­but in this is­sue. Those that made the cut all rated highly for key met­rics such as lead­ers lis­ten­ing to the work­force and giv­ing staff a sense of mean­ing and pur­pose in their jobs. But when you look through their pro­files, you’ll see that they have some­thing else in com­mon: they all clearly cen­tre their busi­nesses on happy staff. Run on Cam­paign’s be­half by an ex­ter­nal com­pany, it re­ceived a record num­ber of en­tries for a first year of such a pro­gramme. The rea­son to me is ob­vi­ous: this in­dus­try – or the best parts of it, at least – un­der­stands the power and value of the in­di­vid­ual. Peo­ple and cul­ture are not KPIS that can be man­aged by num­bers, says the7s­tars’ Jenny Biggam, whose agency also made the list. This is per­haps where some busi­nesses fall short. We can be so con­cerned about what val­ues we want our busi­ness to re­flect to the out­side world that we for­get to re­ally look in­wards at in­di­vid­u­als. The spirit, pas­sion, trust and em­pow­er­ment that you al­low each per­son in your busi­ness to live by should trans­late into that in­spir­ing cul­ture that gives you the edge. Some words put to­gether by the HR depart­ment and signed off by sev­eral lay­ers of man­age­ment will al­ways, ahem, fail fast. This is not our only launch in this month’s is­sue. I’m im­mensely proud to un­veil Cam­paign’s Mar­ket­ing New Think­ing Awards for 2018 (p26). These unique awards have sig­nif­i­cantly grown this year to in­cor­po­rate more of the bril­liant cre­ative work that mat­ters across all the busi­nesses in our in­dus­try. And I am thrilled to tell you that the inim­itable Aline San­tos, ex­ec­u­tive vice-pres­i­dent of global mar­ket­ing at Unilever, is to be our chair of the judges. New Think­ing il­lus­trates what is ex­cit­ing about mar­ket­ing to­day, what work is break­ing new ground, rep­re­sents the best cre­ative and strate­gic think­ing, and is el­e­vat­ing mar­ket­ing as a driv­ing force in busi­ness. And while these awards are about the com­pa­nies shap­ing to­mor­row’s in­dus­try, at Cam­paign we also have our eye on the past. We have yet more to an­nounce this month (I know, hard to con­tain your­selves…). Cam­paign is turn­ing 50 this year and we are in a party mood. There are so many ways you can get in­volved in our cel­e­bra­tions, not least by shar­ing your mem­o­ries and sto­ries of the amaz­ing peo­ple, com­pa­nies and mo­ments that shaped this in­dus­try into the vi­brant world it is to­day (p24). Will those in our list of 50 great busi­nesses fea­ture in any of the land­mark mo­ments of the past five decades? Let’s hope so – it can’t all be about drug busts, hos­tile takeovers and strato­spheric restau­rant bills. • @rachelm­r­barnes

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