US advertising agency Flair Loop, based in Madison, Wisconsin, has announced a radical re-vamp of how its creatives work together… and sit together.

As of April 1st, the shop has removed all desks and chairs from the creative department, and replaced them with thousands of brightly-coloured plastic balls to create a seating plan it calls ‘open play’.

“My kids love playing in those ball pits,” commented CEO Terry Friendly, explaining the rationale for the move. “So I’m sure our Creatives will too.”

Friendly denied that the purpose of the change is to cut costs. “Just as with the switch to open plan fifteen years ago, we’ll actually have the same number of Creatives in the same space, so quite evidently we’re not going ‘open play’ to save money."

"You have to bear in mind that although our product is creativity, for reasons that are too complicated to go into right now, only 20% of our staff are Creatives. This move shows that I'm willing to do whatever it takes to make us a more creative company, short of actually hiring more Creatives."

“I feel it will be a big improvement,” said Account Manager Sally Dazzle. “At the moment, when I go talk to a Creative, I’m having a conversation with someone who knows how to create advertising whereas I don’t, so it’s not a level playing field. With the Creatives floundering in a sea of plastic balls, I will feel more at ease when I’m talking to them.”

However, Planning Director Steven Glasses, while applauding the innovation, cautioned that it should not be seen as a revolution in how the agency functions. “Let’s not forget that the average brief has to spend six weeks in Planning, to ensure we have incorporated every possible angle into the single-minded proposition, and every single suggestion from all the various clients involved. Only then does the brief spend a couple of days in the creative department for them to crack an idea. So the fact that the Creatives are now working in a giant ball pit is not going to make a huge difference to the quality of work that emerges.”

Art Director Matt Hair agreed that ‘open play’ would have little effect on his working habits. “When I’m in the office, I’m just looking at Facebook or watching YouTube anyway,” said Hair. “Everyone knows that creative thinking requires peace and quiet, so when we get a brief, my partner and I already have to go outside to a cafe, or find a park bench we can work on. I guess we’ll just carry on doing that.”

Link to full story here.

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