In the high-stakes world of advertising, headhunting the right talent away from rival firms can be an expensive proposition. Dubai’s FP7 saved more than 90% on the projected outlay to recruit four new creatives from rival firms, all with the help of a clever print package.
A book targeted directly at each person was hand-delivered to the prospects. Opening the books revealed a hollowed-out compartment inside containing a smartphone with only one contact number programmed therein: that of FP7’s creative director.
The result? Four new employees, and an outlay of only about $1,600, compared with the projected cost of $81,000-plus the firm normally would’ve paid to wrangle new talent.
Behold the power of print…and a strong cellphone signal.