THEY woos talent through creative video

By Rashmi Menon , afaqs!, New Delhi | In Advertising | March 19, 2013
The video announces the Dutch creative agency's arrival in India, with its first office in New Delhi.

Instead of going through the tried and tested route, Dutch creative agency THEY, which has its India operations in Gurgaon, has found a different approach to attract creative talent. The agency has created a video that shows the agency's arrival to India and its intention to hire people in a unique and interesting manner. The video shows a hand with the index and middle fingers acting as the legs sporting the famous Dutch clogs (wooden heeled shoes).

A screenshot of the video

The video shows the fingers' journey from Amsterdam to Delhi. The arrival in Delhi is shown through an auto-rickshaw, which displays the text 'Creative agency THEY is looking for creative people.'

Explaining the idea behind the video, Patrick van der Gronde, co-founder and creative partner, THEY said, "THEY loves to create. Besides, THEY is friends with some very talented hand models here in Amsterdam, and we owed them a job."

He added that the video has been circulated through the agency's social media network as well as social media groups that cater to the Indian advertising and creative fields.

Meanwhile, THEY intends to hire two experienced creative people - a copywriter and an art director. "We are looking for people, who have already proven themselves at Indian agencies, and who now are up for the challenge and opportunity to help lead the creative of a small, growing, independent agency," Gronde said.

"For the time being, the executive creative direction is being handled in Amsterdam. However, it is important that THEY have experienced Indian creatives who can handle the growing day-to-day creative responsibilites in Delhi," he added.

THEY entered India two years ago and designed the Capital's GMR (Indira Gandhi) International airport's billboards, placemats and luggage carts. It also created a brand film for the same.

For the eight-year-old agency, India marks its first international office. The Delhi office is headed by THEY co-founder and strategist Tjaco Walvis.

Besides Walvis, THEY's other founding partners, albeit from the creative side, are Patrick van der Gronde (earlier with Kessels Kramer) and Sander Bakker (ex-BBDO). Currently, its creative functions are handled in Amsterdam. Its current list of clients include Business World magazine, GMR (New Delhi Indira Gandhi International Airport) and Corona.

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