Proximity BBDO's “The Farm” Nurtures Young Creatives
bunbunnyny — August 18, 2009 — Marketing
References: farm.proximity.bbdo.be & adage
Following the pop-up craze in these times of instability, the digital agency of Proximity BBDO in Belgium has come up with a program for hiring new talent, dubbed “The Farm.”
Inspiring by training methods popularized by major league sports, The Farm seeks to aid the agency’s ever-watchful eye for talent amidst a high local competition with other fellow agencies.
This pop-up, claiming to be the “agency-within-the-agency,” will nurture 12 young recruits who will get the opportunity of a lifetime to work on a good few of the agency’s top accounts. During their stay on The Farm, each one will undergo an intensive training program that will cover everything from budgets, to idea generation and selection as well as how to create an epidemic of a viral campaign.
In addition to the agency’s pop-up, students have created their own mini pop-up agency, covering a three week span they have called “Sekkaki” which is named after a Belgian bank robber.
Another example to Proximity’s ‘Farm’ is Omnicom PR company Porter Novelli’s very own version which they have dubbed to be “Jack & Bill.” Porter Novelli’s version, however, is meant to have a focus on the development of their emerging clients but they will also work on nurturing the agency’s young employees as well.
Inspiring by training methods popularized by major league sports, The Farm seeks to aid the agency’s ever-watchful eye for talent amidst a high local competition with other fellow agencies.
This pop-up, claiming to be the “agency-within-the-agency,” will nurture 12 young recruits who will get the opportunity of a lifetime to work on a good few of the agency’s top accounts. During their stay on The Farm, each one will undergo an intensive training program that will cover everything from budgets, to idea generation and selection as well as how to create an epidemic of a viral campaign.
In addition to the agency’s pop-up, students have created their own mini pop-up agency, covering a three week span they have called “Sekkaki” which is named after a Belgian bank robber.
Another example to Proximity’s ‘Farm’ is Omnicom PR company Porter Novelli’s very own version which they have dubbed to be “Jack & Bill.” Porter Novelli’s version, however, is meant to have a focus on the development of their emerging clients but they will also work on nurturing the agency’s young employees as well.
Trend Themes
1. Pop-up Agencies - The pop-up agency trend is an opportunity for existing businesses to attract new talent, while also providing intensive training programs to improve their skills and develop their emerging clients.
2. Talent Development Programs - Talent development programs, such as The Farm and Jack & Bill, offer businesses the chance to nurture their young employees by giving them access to experienced mentors to aid in their professional growth.
3. Innovative Hiring Methods - Innovative hiring methods, like the intensive training offered by pop-up agencies, can help businesses find and retain top talent in industries with high levels of competition.
Industry Implications
1. Digital Marketing - Digital marketing agencies, like Proximity BBDO and Porter Novelli, are uniquely positioned to benefit from pop-up agencies, which can help them attract and develop young talent while staying competitive in the market.
2. Public Relations - Companies in the public relations industry, like Porter Novelli, can create their own pop-up agencies, such as Jack & Bill, to provide innovative training programs for their employees and improve their services for emerging clients.
3. Advertising - Advertising agencies can benefit from pop-up agencies, which may provide them with new ways to attract and retain top talent in an industry that is highly competitive and constantly evolving.
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