Gone are the days of recruiters and university job fairs as agencies battle it out for talent.
Media agency Horizon and creative shop Innocean USA are turning to an ad campaign to woo new recruits for their new joint agency, Canvas Worldwide.
The campaign, slated to begin this month and run until January 2016, includes digital, social and out-of-home elements, including full bus wraps and bus and subway transit signage targeted to the media and advertising industry across the Los Angeles and New York markets. Campaign messaging will also appear online at "media industry focused" sites like AdAge.com, as well as in a radio buy in the L.A. market. The buy is in the low six figures, said Horizon CEO Horizon CEO Bill Koenigsberg.
"We are going to populate Canvas with traditionalists as well as new progressive thinkers in the marketplace," said Mr. Koenigsberg. "This is an opportunity for us to widen our net and let people know we're open for business."
Horizon and Innocean launched their joint venture, Canvas Worldwide, in September, to service the nearly $700 million U.S. media business for Hyundai Motor Group's U.S. brands, including Kia Motors America and Hyundai Motor America. At the time, Mr. Koenigsberg said the company was investing millions in building the new infrastructure, and that he aimed to hire around 200 people by the beginning of next year to service the shop's Hyundai account.
Canvas currently has about 100 staffers, said Mr. Koenigsberg, composed of a mix of new staffers and existing Horizon employees that have moved to the new shop.
Its ambitions have not waned. "Canvas plans to be fully staffed by the beginning of next year to service Hyundai Motor America and Kia Motors America, the shop's first clients," according to a statement from Canvas.
To turn heads in a competitive market, Canvas hopes to attract fresh talent using cheeky language. With copy like, "Got creative your boss is afraid of? Good – we're hiring," the so-called "Recruiting with Truth" campaign "seeks to reach bold individuals who are looking to make an impact," the agency said in the statement.
Independent shop R&R Partners similarly eschewed the standard recruitment approach in favor of a creative campaign. The Vegas-based shop, on the hunt for "a fresh crop of creative minds for work on the Las Vegas Convention and Visitors Authority account and the globally recognized 'What happens here stays here' campaign," launched its own campaign starring Converse sneakers and a microsite dubbed creativesolesearch.com.
The campaign, including outdoor and digital content, asked interested candidates to submit an idea for the next Vegas campaign in a box of size 11 sneakers. "Creatives love sneakers. I love sneakers. And you know what I love even more? Great creatives who have great taste in sneakers," said Arnie DiGeorge, exec creative director at R&R Partners, in a statement on the effort. "Going through recruiters is fine, but we really wanted to know who else was out there. We wanted to kick over some rocks for this position and find some souls who would be jazzed to push the Vegas brand in new directions."