Owning Hybrid Working
Engine MHP + Mischief
With the COVID-19 pandemic throwing the future of offices into question, IWG’s media campaign promoted hybrid models of working. A trendsetting fashion campaign and a landmark econometric study triggered debate and IWG’s founder Mark Dixon became the media’s ‘go-to’ voice on the future of work. Coverage linking IWG to hybrid work increased 2,933% with clear ownership of the topic over competitors. By the end of June 2021 IWG saw a 350% rise in new flexspace locations with 20 new franchise partners. In the UK, demand for flexible workspace was up 15%, while in the USA demand rose by 43%.