TBWA explores the effects of remoteworking and how to galvanise Gen Z

The TBWA session titled The Future of Creative Work - 3 Conventions to Break, Now, at The Forum at 15.00 Monday, will be taking a critical look at where we are after more than two years of remote working. It will examine how that time has disrupted how we live, work, consume and create culture, presenting a unique set of challenges to creative companies as they rebuild. If left unaddressed, those companies risk getting left behind in the battle for creative talent.

Photo of Ben Williams wearing a black baseball cap, smiling at a desk in front of the Cannes Lions logo banner
TBWA’s Global, chief creative experience officer and chief strategy officer Ben Williams


TBWA’s creative experience, culture and data intelligence teams will explore the seismic shifts impacting the culture of work – and specifically, creative work, revealing the findings of a study across five global markets – Australia, Singapore, South Africa, UK, US – and the implications for creative businesses. The panel will also explore what Gen Z creative talent wants out of the workplace; what creates flow for people in creative careers and how to stop killing it; what are the real drivers of burnout, and much more.


TBWA’s global chief creative experience officer and chief strategy officer, Ben Williams, spelled out the challenges that TBWA and the wider industry are currently facing:

“There is no easy fix and no simple answer, but we know we have to be much more flexible about how and where people do their work.

We are already engaged in a process of constant adaptation and we’re adopting a future-ready approach that balances the need for a rigorous approach to creativity, with an understanding of how to harness the creative energy that Gen Z so obviously has. Plus, if we don’t work out the best way to do that, how are we going to be able to talk to them at all?”


TBWA’s research shows that Gen Z understands the need for a rigourous approach, despite seeming to be disinterested in traditional structures: “They want and need structure, they understand the point of rigour in the creative process, so now we have to find the best way to engage with them and unlock that.”