Why APAC agencies need shorter work weeks

Too often I hear that a shorter work week might work in the UK or Australia but not in APAC. But why not? What is it about agencies in APAC that makes a shorter work week impossible?

Find me an agency in APAC that isn’t struggling with productivity and margins. Show me one that has mastered AI transformation. Point me to an agency that has zero issues attracting and retaining top talent. And tell me about an agency that effortlessly carves out deep thinking time for its people to be truly creative, strategic, and innovative.

The truth? Every agency is wrestling with one or more of these fundamental business challenges. So why haven’t we connected the dots between these issues and the potential of a shorter work week to solve them?

The constraint of fewer hours in which to deliver the same output is actually the catalyst agencies need for transformation. Here’s how.

More time for deep thinking, more impactful work

Great agencies thrive on high-quality strategy, creative content, and innovative solutions. But the higher up you go in an agency, the harder it becomes to find uninterrupted time for deep thinking—the very thing that creates the most value.

Nick Cantor from The Walk creative agency in Melbourne discovered this when his agency shifted to a four-day work week. To ensure they could deliver the same output in less time, they implemented a traffic light system that protected deep thinking time. The result? Nick, as co-founder and leader, reclaimed 16 hours a week—two hours each morning and afternoon—to focus on strategic, creative work.

Imagine the impact on your business if your senior people could carve out an extra 16 hours a week for quality creative and strategic thinking. That’s the magic of a shorter work week.

Attracting and retaining talent: The ultimate competitive edge

Agencies don’t succeed because people work long hours. They succeed because they have the best talent. Yet, most agencies don’t have the margins to pay above-market salaries to attract top talent. So how do they compete?

An extra day off each week is more valuable to many employees than more money. But beyond that, well-rested people do better work. How often have you solved a problem on a walk, in the shower, or while letting your brain rest? A shorter work week systematically harnesses that refreshed problem-solving energy for your clients. That’s the magic of a shorter work week.

But what about productivity? Isn’t AI the answer?

Productivity can feel like a dirty word in agencies—right up there with pricing and margins. But agency leaders are ultimately judged on margin improvement, which requires increased productivity.

For many agency professionals, the thought of ‘working more efficiently’ is exhausting. You’re already working long hours, running faster than ever, and dealing with the overwhelming volume of everything AI generates. This is precisely why APAC hasn’t engaged in the shorter work week debate—because we already work such long hours, we can’t imagine how we’d possibly cut down to four days.

But take a moment to reflect: How much of your day is frustratingly inefficient? Are there too many meetings? Could you streamline email traffic? Could you improve efficiency by removing distractions, aligning workflows, or clarifying responsibilities? Which initiatives don't actually deliver better outcomes? Which systems frustrate you?

Each of us can identify multiple ways to eliminate busywork and increase efficiency. Now imagine if your entire business was incentivised to do just that.

A tax transformation team in one of the big four consultancies in Singapore proved this was possible, even in APAC. By shifting to a four-day week and focusing on outcomes rather than hours, they improved efficiency, exceeded their annual targets, and boosted margins—all while giving employees an average of one extra day off per week. Sure, being in a Singapore multi-national they often used that day for team building, so it wasn't totally free, but the free day was a powerful catalyst for doing things better.

Higher productivity and happier people? Yes, please.

A shorter work week is the rare solution that benefits both businesses and employees. What other innovation can deliver increased productivity and improved work-life balance at the same time?

Better yet, a shorter work week costs virtually nothing to implement. It’s a productivity bargain with employees: deliver the same or better results, and you get the extra day off. If it doesn’t work, the business loses nothing. But the potential benefits—to the agency, its people, and even its clients—are massive.

So, APAC agency leaders, I’ll ask again: Why not?