05 Soho Create talk: Attracting Creative Talent

Gravity Road was launched as a new type of agency, sitting across the worlds of advertising, entertainment and popular culture. It created an immediate stir with its Fame Daddy hoax campaign, which sparked interest amongst not only potential clients but also a new generation of creative talent who saw it as a new type of agency – one the Millienials would create.

Last night Katie Lee, MD of Gravity Road joined Amy Smith, Framestore’s Head of Recruitment, R Director of Framestore, Lee Schuneman, Studio Head at Microsoft – Lift London, and Claire Anderson, Group Head of Talent at The Mill on a Soho Create panel to discuss how creative businesses can attract the very best talent.

Set in the Century Club, in the heart of Soho, it was a conversation full of insight and inspiration for creative businesses who understand the critical role that talent plays in their future. From Framestore partnering with the university in Montreal to attract talent to its new office there to Microsoft looking for “the glimmer of magic, the slight edge of rogueishness”, and another panelist announcing they make “funny shit that excites kids in their bedrooms in Manchester”, it was a conversation full of ideas for how to find the creative spark of tomorrow.

There was also plenty of advice for job hunters in this sector. Don’t do gimmicks (panellists voiced a strong preference for no more applications on balloons/cakes/knickers!), make yourself a “T-shaped person” (understanding of many areas, specialism in one), and above all else “work hard and be nice.”

For those looking to recruit, it was the approach hinted at by Gravity Road’s launch that perhaps points to the most productive route. That PR-led launch got people talking and immediately created an inspiring employer brand. All of the businesses represented on the panel produce beautiful and brilliant work – the sort of work that any talented newcomer to the industry would dream of creating. The question is: above and beyond the networking, university link-ups, intern programmes, and so on that most creative business do, how effectively are they defining, articulating and communicating their employer brands?

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