William Buck has launched its first recruitment campaign for NSW with creative agency Focus Creative (part of Focus Group).
The campaign seeks to position the accounting and advisory firm as a progressive company that strikes the perfect balance between being one of Australia’s top advisory firms while also providing some of the most progressive employee benefits in the industry.
The firm had an extensive review of its operations, including staff interviews, employee benefit schemes and service offerings, which yielded the communication framework for the campaign.
“Conducting the research ensured we 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,” Ellie Moss, Focus Creative strategy director, said.
Bryony Vandepeear, partner and head of marketing NSW at William Buck, noted the importance of getting their first high-profile campaign right: “We wanted the campaign to avoid the clichés that you often see in our industry.
“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 is live across light rail, train stations and digital displays and features real William Buck employees demonstrating the William Buck difference.
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