How the Lessons of Quarantine Will Reshape Advertising's Creative Process

Scrunched timelines, less travel and Zoom meetings are challenging old ways of working

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Hermeti Balarin is itching to get back to the office.

As partner and executive creative director of Mother London, he revels in the agency’s communal working space, a breeding ground for the jokes, conversations and coffee rounds that inform so much of its famously eccentric culture. (A few years ago, the agency put a massive inflatable boob on a building to make a statement about breastfeeding).

“That spontaneity and chaos is a huge part of our DNA,” he said.

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