Digiday+ Member Article

Throughout his marketing career, Jay Friedman has rarely spent a single day in the office, either at agency Young & Rubicam or his current gig as COO at Goodway Group, a programmatic media planning and buying partner to regional agencies. That may sound strange to people who were brought up in an agency culture that prizes face time and physically being in the office. But Friedman is only one of Goodway’s over 400 employees who work from home across around 40 states outside of its Pennsylvania headquarters.

“The first role we wanted to hire was a trader. We found someone in Boston and let her work from home. And then we hired another person in Austin,” said Friedman. “It worked out really well for us, and we realized that we didn’t need to work together in-person.”

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