Pitch and proof

Partnering with our client to establish a value proposition based on the truly positive working environment and the diverse skill-set from which candidates are recruited, we designed an innovative Employee Brand and connected recruitment campaign which was creatively focused and meaningful in its message.


Engaged to develop an innovative employee brand and volume recruitment campaign for a global, opportunity-rich firm. Understanding the shift in perception this should initiate in order to properly place Baker McKenzie as a most desirable firm with broad employment opportunities in the areas of marketing, IT, and Finance, as well as Legal.


Working in concert with the ASG creative team, the testimonial-based ‘Bring us your brilliance’ campaign was designed and disseminated over print, broadcast, outdoor, and digital platforms, capturing the real employees, the real work experiences, and the real stories of life at Baker McKenzie. With great stories to shout about, the campaign was an insight to prospective candidates underlining the message that ‘great work is waiting’.


Raising the required level of cut-through, and driving more than a 500% increase in web traffic and quality candidates to the client’s website. With 196 applications received and 16 appointments made in the compressed timeline, and a subsequent increase in application rates since the initial campaign. Campaign was Nominated for a National Drum Recruitment Business Award 2017 in the category of Best Campaign.