Anastasia Leng, the founder and CEO of CreativeX, introduced a four-day work week for her employees during the pandemic to address rising burnout levels. She noted, “No one was taking a holiday and staff were close to burnout,” highlighting the need for a change in structure.

The decision, she explained, was based on the hypothesis that allowing employees a day off could increase their productivity from Monday to Thursday. Last year, when interviewed about the initial outcomes of this policy, Leng expressed satisfaction, stating, “Productivity didn’t drop — people reported feeling happier and recharged. Some teams reported being more effective,” citing it as part of the evolving future of work.

However, a year later, Leng’s perspective on the policy has evolved. Although CreativeX continues to offer the four-day work week, she has stopped promoting it during the recruitment process, concerned that it may attract candidates who prioritize the shorter week over genuine commitment to work. “It has been good, but it’s not without its challenges. We’ve stopped talking about the fact that we do this externally, because [it attracts] a certain kind of individual and actually makes the hiring process much more difficult,” she explained.

Leng emphasized that while the four-day work week is an attractive benefit, it should not be the primary reason for joining a startup. She desires candidates who are willing to invest effort and operate autonomously. “You’re an adult — how you manage your time is up to you. You’ve got these goals. If you get them done in four days, fantastic — do whatever you want on Friday,” she highlighted.

Furthermore, she noted the necessity of educating employees that this flexible schedule is a privilege earned through achieving company and individual objectives. “A four-day work week is not a good reason to want to join a start-up,” she stated, acknowledging the need for a work culture that values responsibility and accountability.

Despite complexities, Leng, who established CreativeX in 2015, aims to maintain the four-day work model, believing it fosters creativity and a healthier work-life balance. She shared insights from her management discussions, advocating that some of her best ideas stem from time spent away from traditional work tasks. “Even when you work on Friday, the intention is that you do a different kind of work. It’s very rare that we have meetings or a lot of internal emails on that day,” she explained, indicating a valuable rhythm it creates for business.

This sentiment is mirrored in a broader context, as many companies involved in a global trial of the four-day work week have chosen to adopt the model permanently, acknowledging its positive outcomes.

Born in Moscow and raised in various countries, including Vietnam and the U.S., Leng’s diverse upbringing has shaped her entrepreneurial journey. She previously worked at Google and launched Hatch, a curated marketplace, in 2012, calling it a “flaming disaster” and citing it as a vital learning experience that ultimately led to CreativeX’s creation.

CreativeX emerged from the need to generate more revenue during Hatch’s struggles, focusing on analytics that assess the effectiveness of advertising content. Investors soon realized the potential of this tool, leading to a shift in focus to CreativeX, which now aids brands in evaluating advertising factors such as clarity, optimal length, and mobile optimization.

With a staff of 96, CreativeX has gained traction, raising $25 million in venture capital in June 2022 and assisting numerous brands in enhancing their advertising strategies.

Leng indicated that brands are still grappling with understanding the effectiveness of their advertising, as many ads often never reach the market. The recent surge of interest in artificial intelligence, particularly with tools like ChatGPT, has provided a significant boost for CreativeX, leading to increased urgency from clients in adapting to technological advancements.

While the advertising industry approaches the rise of generative AI with caution, Leng observes a wide range of reactions—from companies heavily investing in AI to those entirely avoiding it due to concerns about data usage. She noted the tendency for exaggeration surrounding AI applications, with many eager to be seen as progressive without significant implementations.

The CreativeX board has entertained the notion of a sale annually, yet discussions remain brief as excitement about growth persists. However, Leng acknowledged that market conditions may necessitate deeper discussions about potential sales in the coming year, as timing is crucial in business decisions.