WeWork, once the poster child for redefining how we work and live, is undergoing a dramatic image overhaul with its new “WeWork for Business” campaign.
Gone are the days of beer taps and kombucha bars in promotional shots — replaced by a focus on sleek offices and operational efficiency. The company, which once promised a cultural revolution, is now pivoting to a straightforward office leasing model.
At the helm is new CEO John Santore, a stark contrast to founder Adam Neumann. At 68, Santore has spent his life on Staten Island and logged 47 years at Cushman & Wakefield. Where Neumann favored private jets, Santore jokes about the adjustment from suits to casual wear, signaling a grounded leadership style.
Remarkably, despite past turbulence — including a bankruptcy filing—WeWork remains operational. In 2024, the company reported $2.2 billion in revenue, achieved its first operational profit in recent quarters, and counts 47 Fortune 100 clients. Its portfolio has shrunk from 850 to 600 locations, yet it retains significant scale.
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Petula Lucey, the new marketing director, describes this shift as the “maturing of the brand.” The marketing budget has scaled back from a lavish $379 million annually to a more restrained “smart discipline,” with the campaign costing just over $1 million. This reflects a pragmatic approach to rebuilding.
While the wild ride of WeWork’s early disruption was captivating, experts long compared it to IWG — parent of Regus and Spaces—known for steady success. Ultimately, after years of upheaval, WeWork’s radical vision has circled back to traditional business fundamentals, proving resilience in a new, streamlined form.
