In September, Julie Dormand was appointed as managing director of The Works, part of Capgemini.
The promotion from the contract managing partner role to the permanent position sees her look after various aspects of the growing and thriving agency.
Dormand spoke to Mediaweek about the agency’s post-pandemic growth, its response to the talent shortage, and where she hopes to take the agency in the coming year.
As managing director, she has a wide-ranging view of the business, from its strategy and people, P&L, and operations to new business, client growth, and product.
Before joining the works, Dormand was the CEO of Mercer Bell until she left in 2020 to start her own consulting business. She also joined 24 Hour Business Plan as a senior advisor. She also established the networking group, Friday Lunch Club for Senior Executives.
Dormand shared that she was approached by Douglas Nicol, partner of The Works, for the contract role and was already a fan of their business and culture.
“I thought, why not go in and get to know the agency? I’ve enjoyed it and can see how much I can add. It feels like a good match,” she said of her time so far.
Post-pandemic growth
Since joining the agency in late 2021, Dormand has seen the agency’s clients show resilience in the aftermath of the pandemic. “(Clients) have come back stronger, quicker and wanting to achieve more this year because we all had a slow start at the beginning of the year.”
While there are still challenges for clients, such as stock shortages, she noted that a pivot in direction had been the key to bringing in growth.
“We do see a lot more pivot and movement on things having to change direction, but I think everybody’s getting used to working that way. It has been a confusing start to the year for everybody, and now we’ve come back with a vengeance,” she said.
How The Works has responded to the industry’s talent shortage
The talent shortage has been a challenge across the industry, and The Works has responded with a strong strategy.
Dormand noted that of the people the agency had recruited this year, 60% of current employees know them.
“This has been a great strategy of ours. If our people are happy enough to tell others how great it is at The Works and recommend us, I think it makes it easier for us in a talent-shortage market. Our employees are doing half the job of recommending to people they know and trust,” she said.
Dormand noted that this strategy works by actively keeping their staff happy so that they want to recommend The Works to others. She also said that the agency expanded its idea of what makes someone the perfect candidate for the role.
“In the past, we might have a very set outline for what we want for this role. But we’ve been much more open to looking at bringing people in from client-side who want to work in an agency but haven’t gotten the experience,” she said.
Dormand shared that the agency recently brought on two people from the client side who are making a difference to the business. She noted that deciding on roles for these types of recruits depends on where the talent lies.
“I think having a more flexible lens on whom you’re recruiting and getting your team behind helping with those recruits is awesome,” she added.
Attracting new talent to the industry
When it comes to attracting and fostering the development of new and young talent in the industry, Dormand noted that agencies should explore university internship opportunities.
“I think that’s a role we’ve got to play, and we continually have interns in our business,” she said.
Dormand also noted that The Works has recently taken part in a new programme introducing year nine students to the industry ahead of choosing subjects for years 11 and 12. She noted that younger students often make those choices with little experience or understanding of the workforce and what jobs exist.
“(The Works) been a part of the workplace pilot that’s going to go live to bring year nine students into the workplace and show them what it’s like to work in advertising or The Works,” she said.
Dormand shared that they recently showed students around The Works and their different teams, such as their social, creative, strategy and project management teams.
“This gives them a real sense of the work. I believe the industry needs to be more compelling and exciting for people coming through and thinking of what degree they choose,” she added.
Dormand noted that playing a part in opening their doors to interns and school-aged students is something The Works actively take on. She also said that hearing what the future people want the industry to look like and how they can adapt and become more flexible.
“I think that’s a longer-term play of how we change workplaces to be compelling to the future workforce,” she added.
Innovative work and outlook for the year ahead
Unlike most agencies, The Works has fewer layers of hierarchy, with creatives and strategists at the forefront who can speak to clients, Dormand noted.
“We believe that model will continue to be important with clients. Clients love the ability to have only a few layers of hierarchy. That’s something that we’re continuing to delve into and strengthen.”
Dormand noted the agency is looking forward further work under the leadership of strategy partner Daniel Pankraz. She said: “He’s building the strategy team with new products and tools.”
Dormand also pointed out the innovative and interesting creative work of ECD and creative partner Iggy Rodriguez. “We’re focusing on that core of creativity and strategy with customers at the moment as being critical coming out of COVID,” she said.
The Works also prides itself on its position and promise to ‘Be Significant’.
Dormand said in discussions with their team; most noted that while a fun workplace is essential, there is now a greater emphasis on more meaning and making a difference.
“They want to be able to create something significant. Whether it’s work that moves, is significant for their client’s goals, acquisition targets, or charitable organisations such as The Smith Family, one of our clients,” she said.
In support of that, Dormand noted that The Works has set up ‘Significant Initiative’. The initiative explores causes their team wants to support and how their advertising skills can help make some change in the world.
“That’s going to be an important part of our business and making sure that we’re continually living the purpose of ‘Be Significant’ for clients, our people in their careers and society. Having those streams on the go will continue to be important.
“For me, it’s seeing that team deliver on that significance, feel engaged and that they feel that they’re getting a meeting their purpose through being at work,” she said.
Dormand noted that people bringing their personal purpose to work has also become a change that they have adapted to and have to balance as an employer.
“We’ve got the Significant Futures Collective, a group of six people who put themselves forward to work with me in the leadership team to make sure that we are truly doing the things that count for people, clients, and the industry. So that’s also going to continue to inspire me. They are incredible and come to me with ideas every day about what we should do and how we could do it differently.
“For me, it’s making sure we choose the right things, get behind them and stay true to that. That’s going to continue to drive doing significant work into the future,” Dormand said.
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Top image: Julie Dormand