Cardiff media firm commits to four-day week
Hello Starling, a Cardiff-based media planning and buying firm, has maintained a 28-hour, four-day workweek for seven consecutive years and shows no plans to revert to the traditional five-day schedule. The company permanently adopted this model back in 2019 while maintaining full compensation for employees.
The agency holds Gold Standard certification from the 4 Day Week Foundation, which recognizes organizations operating a permanent four-day schedule of 32 hours or fewer without pay cuts.
“When we introduced the four-day week in 2019, we couldn’t have predicted how much it would change us,” said Managing Director James Robinson. “We wanted to build an agency where talented people could do exceptional work without feeling that work had to dominate their lives.”
Instead of attempting to compress five days’ worth of work into four, Hello Starling restructured its operations entirely. The company streamlined workflows, eliminated redundant administrative tasks, enhanced campaign management systems, and clarified employee responsibilities and priorities.
Now, meetings occur only when absolutely necessary, internal discussions remain more purposeful, and dedicated time for focused work is strictly protected. “As cliché as it sounds, we weren’t looking for people to work harder, we were looking for smarter ways of working,” Robinson explained.
The agency reports sustained growth, successful client acquisition, talent retention, and continued award-winning performance under the four-day framework. During its recent seven-year milestone, the average employee had remained with the company for over five years.
When asked if he would recommend the four-day week model, Robinson responded, “Without hesitation.” He added, “But we’d also say that a four-day week isn’t a shortcut.” He also warned, “If a business has unclear processes, poor communication or an unhealthy culture, moving to four days won’t solve those problems. If anything, it’ll expose them more quickly.”
The agency’s approach to clients reflects this focus. “The reality is that clients don’t ask how many days we work. They ask whether campaigns are delivered on time, whether they receive good advice and whether we’re helping them achieve their objectives. In essence, are we delivering the results?” Robinson said.
