Four years after its inception, The Pond was operating at an all time high with talent bookings left, right and centre. It became pretty clear that we needed more talent, and quickly.

Brief? Find a way to attract more Art Directors, Copywriters and Designers to represent.

Strategy? Position The Pond as a voice of authority by giving best practise advise on being your own boss. We created a booklet to address the top ten freelancing conundrums, then expanded these tips into articles which were promoted online through a mixture of digital banner ads and industry leading news websites. The booklets were distributed in design and advertising magazines, and copies could be requested from The Pond’s website too. We also sponsored the inaugural We Can Create seminar and had an exhibition space that was used to connect with creative types attending the event.

Result? A 300% increase of enquiries in the two months of the campaign. Over 30 new freelancers recruited and a website traffic increase of 20%. The booklet went on to pick up a Silver Best Design Award.

My Role? It was my idea to position The Pond as an opinion-leader in the market by giving advice. From there we wrote the articles and briefed a designer to design the booklet. I organised the online and offline media to promote the campaign, and worked on our exhibition space at We Can Create too.