Aussie accounting firm launches recruitment campaign via Focus Creative
William Buck, an accounting and advisory firm with offices across Australia and NZ, has launched its first recruitment campaign in NSW, aimed at attracting the industry’s best talent, via Focus Creative.
The OOH campaign seeks to position William Buck as a “progressive” company – one that balances its position as a leading firm, while also providing “some of the most progressive employee benefits in the industry”.
William Buck conducted an extensive operations review, including staff interviews, employee benefit schemes, and service offerings, to create the framework for the campaign.
Developed by Focus Creative, part of Focus Group, the campaign hopes to break through the highly competitive market and showcase these offerings to attract talent.
“Conducting the research ensured we came from a genuine place,” said Ellie Moss, strategy director at Focus Creative.
“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.”
The firm’s partner and head of marketing NSW, Bryony Vandepeear, said it was important to get its first high-profile campaign right.
“We wanted the campaign to avoid the clichés that you often see in our industry,” she explained.
“It was critical that we balanced the tangible outcomes that we deliver with the informal style that underpins our culture. 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 can be seen across the light rail, train stations, and digital displays in NSW, featuring 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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