Accounting and advisory firm William Buck is launching its first NSW recruitment campaign.
William Buck, working with Sydney creative agency Focus Creative (part of Focus Group), conducted an extensive review of operations, including staff interviews, employee benefit schemes and service offerings. The review yielded the communication framework for the campaign.
Focus Creative strategy director Ellie Moss said conducting the research ensured the campaign came from a genuine place.
"We didn't need to overstate to get our messages across. Every idea put forward is reflective of real experiences that William Buck employees have," Moss said.
William Buck partner and head of marketing NSW Bryony Vandepeear said the company wanted the campaign to avoid the clichés that you often see in the industry.
"It was critical that we balanced the tangible outcomes that we deliver with the informal style that underpins our culture," Vandepeear said.
"We love what the team at Focus Creative has developed. It's got a playfulness to it, while also hitting all the important points we want to deliver."
The campaign is live across light rail, train stations and digital displays and features real William Buck employees demonstrating the William Buck difference.
Credits
Client: William Buck
Partner (Marketing): Bryony Vandapeear
Marketing Coordinator: Georgia Solway
Agency: Focus Creative
Creative Director: Carlos Jonmundsson
Lead strategist: Ellie Moss
Design: Alex Ferguson-Kang
Account Manager / Producer: Olivia Colantonio
Production Agency: CactusCan
Production Coordinator: Artyom Chichkovskiy
Photography: Hayden Buchanan
HMU: Diana Nguyen Artistry
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