Six years ago, when I founded WorkReduce, the idea of a remote media workforce was met with… skepticism. 

As we look ahead to this year, not only is remote work with us for good, there’s a new openness to different ways of working in media. We call it multi-sourcing: it’s the blending of owned, leased and freelance resources to achieve greater efficiency. 

In our early pitches, everyone agreed the pain points we were addressing were real: talent access, seasonality, efficiency, margin compression, and others. But the idea of plugging in a virtual, outside team member was a tough pill to swallow for some. 

Now things have come around, to the point where one client asked me “How does it feel to be right about going remote?” 

Last year, of course, was a watershed moment for remote work. The pandemic opened a barn door, the horses escaped, and there’s no closing it. The economic volatility caused by the pandemic, as well as the ongoing political turmoil we’ve seen, will continue to impact us. 

But the ad industry is also weathering the storm of two other big trends, which are forecasted to get worse: big regulatory changes, and ongoing technology evolution. When you add their impact to the lingering effects of 2020, advertisers of all stripes need to be more adaptable than ever.

Large enterprises have been longtime adopters of multi-sourced teams: a 2019 Forbes article noted that more than half of Google employees work for other companies, and they’re hardly unique in this regard. For enterprises, the advantages are clear: an increase in focus, profit, and adaptability. 

For a number of reasons, the ad industry is late to the party. But the time is now. The benefits are real. And we’re here to help.

By Brian Dolan, CEO & Founder, WorkReduce

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