Like agencies need to give a good, creative message to businesses in order to get retained, agencies also need to put forth solid effort in order to attract, recruit, and retain good talent. Though technology is big in marketing and advertising, our industry is still a people and idea industry.
We should never forget that.
The Dubai-based agency, FP7, certainly did not forget who is in its market. The agency was looking to bolster its creative staff with high-caliber personnel. So what did it do?
It created a high-caliber recruiting campaign.
Yes, it created fake books that looked like advertising and marketing industry thought pieces, and inside of each book was a Sony cell phone (each phone free, because Sony is a client) with one number in it — the executive creative director's. FP7 sent these fake books and "burn phones" to creatives the agency had its eyes on.
Though the PSFK article and the FP7 video did not disclose how many people were sent the books, the video did point out that four people ended up joining the team.
Not going to lie, if we were sent a fake book with a phone in it, we'd probably head to that agency too.
The video is below.
Props to FP7 for being willing to be risky when it came to recruiting talent. Our industry needs more of that.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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