Award-winning brand communications agency, Principles will introduce a four day working week for all employees on 1st April 2022.

The new changes will see staff enjoying more time off work without sacrificing their pay. Senior management at Principles anticipate that the shortened week will increase productivity by up to 40% and enhance overall staff wellbeing.

Director at Principles agency, Mike Hackett, said: “Our main driver behind the four day week is to future proof our business and create a better place to work, as well as an excellent work-life balance for all our people. We believe the new way of working will allow Principles to attract and retain the best talent in the industry, as well as boost creativity and outputs for clients. We discussed making these changes long before the pandemic, but the national lockdowns have been a real trigger for rethinking the world of work.”

Principles Agency is the latest of a handful of businesses in the UK to join the four day week movement. A six-month pilot programme launched in the UK earlier this year, which sees 30 firms allowing staff to work less hours per week whilst leaving their benefits and compensation unchanged¹.

Mike continued: “Our people are our greatest asset and we’ve been listening to their feedback over the last eighteen months, which has mainly focussed on the need for a more flexible way of working following the Covid-19 pandemic. We do not want to sacrifice the fantastic culture we’ve built at Principles with fully remote working. In our sector, we believe that collaboration and effective communication is the key to facilitating creativity and excellent work. However, we understand that the world of work has changed significantly, and people are looking for agencies which are able to embrace new ways of working.

“Staff wellbeing and job satisfaction is of utmost importance to us and so we hope that the four day week will provide them with the flexibility they need to catch-up on life and support their overall personal growth.”

Principles Agency will trial the four day week for three months, monitoring team feedback and productivity throughout that time. Staff will work a combination of Monday to Thursdays and Tuesdays to Fridays from 9am to 5.30pm, resulting in a 30 hour week for everyone.

Based in Headingley, award-winning Principles comprises 20 members of staff across multiple teams with specialisms including brand communications, digital marketing and consumer insight.

The agency, which celebrated its 35th birthday last year, is undertaking a recruitment drive in 2022, planning to fulfill roles across all levels of client services, creative and digital marketing, including junior marketing executives to art director.