Dive Brief: 

• Last week, 24-year-old Mita Diran, a copywriter at Y&R Indonesia, passed away shortly after tweeting that she had been working “30 hours and still going strooong.”
• Diran's death has brought to light the agency culture of working long, crazy hours. 
• The long hours have been part of the ad industry culture since the days depicted in "Mad Men," but sometimes the reason for logging long shifts is pressure to appear dedicated and not necessarily because of the workload. 

Dive Insight: 

Diran's tragic death puts a spotlight on a problem agencies really need to address. While it is necessary, sometimes, to pull long shifts to meet a deadline, it's not a culture that should be encouraged for the well-being of employees. A shift in the rewards system from number of hours logged to the quality of work produced will help the problem tremendously.