ThisCity

No losers in our competition.

karine — Fri, 05 Apr 2013 11:12:28 +0000

Even if you didn’t win the first prize of the weekend retreat at the London Soho hotel, you would still have received one of our funky cupcakes. If you weren’t of the lucky recipients we thought you would like to see a photograph!

ThisCity’s on-campus and social networking campaign ‘Experience the world ‘for Hogan Lovells helped the firm rise 32 places in the rankings.

karine — Fri, 05 Apr 2013 10:59:57 +0000

ThisCity helped Teach First to No 3 in the Times Top 100 Employers, breaching the monopoly of the traditional top three firms in the rankings.

karine — Fri, 05 Apr 2013 10:56:49 +0000

ThisCity successes at Times Top 100 graduate Recruitment Awards

karine — Fri, 05 Apr 2013 10:52:47 +0000

The Royal Bank of Scotland Group

karine — Tue, 26 Feb 2013 09:50:57 +0000

The Project

For RBS, we marketed the Bank’s staff benefits programme to reflect the lifestyles and needs of a very diverse workforce. We created campaigns flexible enough to be tailored towards different demographics, using a variety of different media.

In addition we produced a series of publications communicating the RBS Group Pension Scheme. For RBS Global Banking & Markets, our StudentBoard ran an extensive Pan-European on-campus research programme and a UK research project for the Bank’s insurance division.

Akzo Nobel Colour Futures

karine — Fri, 22 Feb 2013 15:47:31 +0000

Akzo Nobel Colour Futures

Having established their Colour Futures brand, AkzoNobel asked us to create a film to raise awareness about the Colour Futures book. The film was premiered during Global Colour Week. AkzoNobel also asked us to create and evolve a brand for forecasting colour. This involved the design and management of a huge photographic process, working with internationally renowned stylists and photographers. Over a number of years the brand we have built has now become a cornerstone of AkzoNobel’s business.

Allen & Overy

karine — Wed, 13 Feb 2013 12:00:34 +0000

The Project

Allen & Overy is one of the largest law firms in the world, both by number of lawyers and revenue. With 42 offices worldwide in 29 countries, the firm provides legal advice in Europe, the Americas, Asia, Australia, Africa and the Middle East. For the past three years, two-thirds of their work has been cross-border, and over 20% of their work involves offices in five or more countries. Allen & Overy has been listed for seven years as the Most Popular Law Recruiter and the Graduate

Employer of Choice in 2012 by The Times. The recruitment campaign produced by ThisCity has played its part in that success. Our social media campaign for Allen & Overy won the best law firm SoMe award 2012, and the brochure won the AGR 2012 best recruitment literature award. The firm wanted to position their recruitment brand as the leader of the emerging global elite of law firms, to show that they are the firm with the highest-calibre people, top deals and best resources.

The campaign we developed for them captures their combination of international and ultra-professional service with an approachable personality and supportive culture; the ultimate package for ambitious future lawyers. A key theme ’Setting precedents, not following them’, highlights that innovation and advanced thinking are at the core of the firm’s brand proposition. It is prominently featured in the graduate magazine, website homepage, Facebook page and

on-campus materials. It was important that the graduate campaign was both creative and original to reflect this key message. This is illustrated through the production of their brochure as a magazine and the website’s contemporary, bold and sophisticated design and navigation – with strong links to the magazine and social media, high quality imagery, films and our award-winning Anatomy of a Deal animation. Our work for Allen & Overy includes recruitment campaigns for Australia, Hong Kong, the US and Germany.

BNP Paribas

karine — Wed, 13 Feb 2013 11:50:17 +0000

BNP Paribas

We have produced a range of communications resources for BNP Paribas across a range of media, including a global CIB graduate campaign embracing film, advertising, exhibition collateral, literature and campus ambassador programmes. The campaign was developed to be adapted regionally for EMEA, the Americas, and AsiaPac. Our film work for this client has taken us to the US, Singapore and all over Europe. As well as graduate recruitment, we have produced films for lateral hire, BNP Paribas Securities deal film, and an award film for their quarterly internal ‘Town Hall’.

CFA Institute

karine — Wed, 13 Feb 2013 11:40:53 +0000

CFA Institute is the global association of investment professionals that sets the standard for professional excellence. It is a champion for ethical behavior in investment markets and a respected source of knowledge in the global financial community. CFA Institute offers the most widely recognised and respected investment qualification in the world. More than 100,000 CFA charterholders lead the investment industry in analytical rigor and ethical behavior. This graduate-level credential demands that CFA charterholders do right by their clients and demonstrate the highest level of professional integrity and expertise.

ThisCity worked with CFA Institute to develop a series of highly- structured and integrated communication campaigns. These were tailored to multiple target audiences across the globe to promote the CFA Charter as the financial qualification of choice across a diverse and competitive landscape. Our campaign incorporated a suite of tailored newsletter communications, social media promotions and a series films shot in UK, US and Hong Kong. Each element of the campaign demonstrated our understanding of each target audience, from university students to experienced professionals.

ICAP

karine — Wed, 13 Feb 2013 11:30:18 +0000

The Project

ICAP Campus Recruitment Campaign 2012/13
ICAP is the world’s leading interdealer broker and a global business. Yet among finance inclined students it has a comparatively low profile. ICAP wanted to change this and demonstrate through effective communication that it represents an exciting, credible alternative to careers in investment banking, consulting,
professional services etc.

Objectives

Powerfully assert ICAP’s brand and position it as a credible and attractive alternative to more conventional financial services firms
Communicate ICAP’s inherent entrepreneurialism
Drive up applications for full-time and internship positions in all key territories and emphasise the firm’s diversity
Educate potential applicants about the interdealer broking business Background

ICAP’s agency partners, ThisCity conducted extensive internal research and knowledge transfer to identify and refine a set of key messages:

Fast-moving and dynamic
Big, but not too big
Inherently entrepreneurial
Strong on personality
Truly meritocratic

By using the word ‘Deal’ the campaign theme immediately connects ICAP with finance, helping to address the issue of students not knowing what ICAP does, while also launching the ‘attitude’ or tone of voice that characterises this campaign. The supporting strapline leaves no doubt about the nature of the business and asserts ICAP’s global reach.

Global website
ICAP’s campaign features an updated website with very clear navigation through drop down menus and a wealth of detailed content, addressing directly the need to explain the business and help students to see themselves pursuing a career at ICAP. The homepage also features ‘News’ items, current ‘Jobs’ feed and push points guiding users to key
content areas. The website also features new filmed snapshots which directly target the ‘education’ objective while also capturing the firm’s dynamism:

‘Day in the life’ provides an authentic insight into what interdealer broking is all about, switching between the input of a US – and a UK-based broker. The film is candid, with shots of people making calls and decisions at their desks, capturing the pressure and exhilaration of a days broking, and also the out of hours client work and socialising. We feel that this film alone provides a compelling and highly engaging insight into the business and meets exactly what students want from a communications platform – straight talking, candid opinion and visual content that helps them to see themselves in the role.

Social media
ThisCity has continued to build it’s social media presence, more than doubling the number of Facebook ‘likes’ in the last year. With more than 1,000 fans it proves to be a valuable media channel for engaging candidates and promoting ICAP’s opportunities. The campus recruitment films have also been posted on YouTube and
attracted more than 21,000 views. In addition ICAP collect student contact details via a registration feature on the website and at on-campus events and now have a database of over 3,000 students.

Campus promotion
ThisCity StudentBoard used interns and industry insight students and student societies to promote events and deadlines on campuses to great effect with events reaching capacity. Sponsorship of 6 student societies 15 interns and industry insight students participated in promoting ICAP on campus. ICAP participated in 25 UK events including careers fairs, networking events, skills sessions and open
house days.