Dmitry Bodrenko: “Working in a new way: ideas from Action”
For a company that strives to achieve the highest goals, every little thing is important. Including the right way to organize its workspace. Indeed, Dmitry Bodrenko – the head of the large marketing agency Action – doesn’t think that this aspect is of little importance. On the contrary, it is the right workplace organization, which suits each team member’s wishes and tastes, allows to maximize the results.
Just like the theater begins with a hanger, the office welcomes visitors with its décor and design. The company bought out two floors in an old loft-style building. Here, you see a surfboard brought from Hawaii, a real northern fishing boat turned into a sofa, and an elevator mechanism body that makes a great table. Only natural materials are used for coating; everything is full of greenery, which saturates the air with oxygen.
D.V. Bodrenko believes that such well-known solutions as open space – large rooms with glass dividers that we all have seen in American movies – are ineffective. Not only is there no private space for a person to relax, but there are also no special relaxation zones. In this respect, the Action office is thought out to the last detail. Hammocks and swings, tables for kicker and table tennis, a punching bag and a pullup bar allow to relax and work in a place one finds the most comfortable. And there is still a library, a cinema, a bar…
Formally, each employee has their own desk, but no one watches who is where. It’s up to the employees to decide what environment is more comfortable for them to work in: lying in a hammock on a balcony or sitting in a cozy bar. Remote work from home is also allowed. The main thing is a worthy result. No one will pay for your efforts, it’s the result of working on a particular project that counts, says Dmitry Bodrenko. Action Group has no problems with this – the company has gained a strong reputation among clients and respect among colleagues.
It’s not only successful events and advertising campaigns that has made it possible, but also the company’s reverential attitude to the younger generation’s health. Much attention is paid to children with Down syndrome, autism, and cerebral paralysis. The agency holds annual charity events to help them, where it auctions off expensive collectibles. The proceeds are sent to foundations that care for children with serious and terminal illnesses.
The company head believes that multilevel zones inspired by US offices are the main innovation. The important fact is that the workplaces swimming in greenery combine the office and relaxation zone functions. Thus, on the roof one can relax at the bar and have talks with a client. On the terrace, they hold lectures, conferences, and master classes in the daytime, and show movies in the evening. Yoga, cross-fit, and painting classes are very popular, since they unlock different sides of a person’s talents.
According to Dmitry Bodrenko, the main advantage of such free space is people’s increasing consciousness. Many experts believe that many large and medium-scale companies should adopt the example of Action’s office organization.