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The Naïve Network is an Independent Creative Network specialising in marketing to Asia.

With a diverse range of talent, experience and skills we create communication ideas, experiences, and digital content to help clients who are marketing in Asia and advertising in Asia.

Our creative team helps clients communicate their Asian marketing stories across various media platforms, helping to grow brands and improve value.

Utilising creative marketing techniques we take a totally integrated, media-neutral approach to help clients reach their target audience with the right message.

And offer an experienced team of Asian-based experts to help clients solve their Asia marketing problems.

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Wednesday
May012013

The rise of the accountants

Yahoo's recent decision to ban their employees from working remotely seems regressive, to say the least. 

They claim that "some of the best decisions and insights come from hallway and cafeteria discussions, meeting new people, and impromptu team meetings." 

What they mean of course, is that management like to see more bums on seats so they feel they have more control over their employees (or so they think!).

Whilst collaboration is a great thing, especially for creative teams, the encouragement of impromptu meetings is almost always counter-productive. 

Having spent the first half of our working lives in the offices of large ad agencies (or trying to sneak out to the coffeeshop around the corner!), we are very aware of how many hours of employees' time can be wasted in meetings, and other random gatherings often called by people who have nothing more productive to do, and far too much to say for themselves. 

Add excessive emails, social media, and other distractions to the mix, and it's easy to see why a lot of people are still in the office at 8pm or later.

Of course, this is well documented.

Yahoo's CEO also claims that: "Speed and quality are often sacrificed when we work from home". 

One has to wonder if Yahoo is aware that technology has provided us with some incredibly powerful tools for liaising with each other remotely, without disrupting the creative flow.

As a creative team, we have always found that working in an environment isolated from random interruptions to be most productive. Our clients are often surprised by the volume of ideas we can produce within tight deadlines, particularly compared with less fortunate, captive creative teams.

Focus and creativity are not the friends of unscheduled meetings. And offices are rarely the most conducive environment for thinking.

We don't expect Naive will be working with Yahoo any time soon!

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