The cheaper option
It would be cheaper to run this agency remote-first. Most of our peers do. Some of them are excellent.
We chose SoHo, then Tribeca, then the Flatiron loft we sit in now. Over the last four years we have talked seriously about giving it up exactly once. We didn’t.
What the office actually gives us
- A shared sense of what is happening in culture this week, not last quarter.
- A standing invitation for clients to drop in on the way somewhere else.
- A production floor — photography, shoots, mixing — that we control end-to-end.
- The accidental conversations that become next year’s campaigns.
What we give up
Talent in other cities. Some of the best strategists we know live in Atlanta, Chicago, Lisbon. We hire them remote, and we fly them in four times a year. It is not the same as having them in the room. We know.
The SoHo equation
New York is expensive. The rent is a line item we argue about every year. But the work produced within four blocks of our office is the work that moves the conversation, and we would rather be in the room than watch from afar.
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