Randstad – the world’s largest HR services provider – has named Havas Creative as its first global creative agency of record following a competitive, six-month pitch process. The appointment comes amidst a global, post pandemic ‘talent crunch’, requiring a greater focus on building more meaningful and long-lasting relationships with talent.
The appointment spans both the Randstad brand itself, which will be led by Havas London, and subsidiary Monster, which will be led by Havas’ Arnold Worldwide in Boston.
Randstad, the global leader in HR services, offers a seamless talent experience powered by digital and enhanced by access to personal consultants around the globe. Monster, a global online employment solution for people seeking jobs and employers who need great people, is a wholly online experience. While both brands share the same strategic vision and overarching ambitions, their brand positioning and promise are very different. As such, Havas will develop distinct campaigns for each brand.
For Randstad, Havas has been tasked with elevating Randstad’s ‘human forward’ brand promise, geared toward talent, as well as raising both awareness and understanding of its services. For Monster, which invented the online job category 25 years ago, Arnold has been tasked with reclaiming the brand’s early fame to introduce it to a younger job-seeking audience.
Joanna Irwin, Global Chief Marketing Officer at Randstad says: “Talent scarcity and mismatches in the labor market remain the biggest challenges for our clients – which is why we are focused on building relationships with talent, who are looking for trusted allies to help realize their potential throughout their careers. Havas impressed us with their strategic thinking and creativity, demonstrating an understanding of our industry and the important role we play in supporting people and organizations in realizing their true potential. This partnership will allow us to accelerate our brand strategy as we continue to deliver on our ambition to become the world's most valued 'working life partner'.”
Xavier Rees, CEO at Havas London says: “Over the past two years, the world of work has been turned on its head. Talent – in high demand, and short supply – now holds the power, while where and how we work have become two of the fundamental post-pandemic questions. The opportunity to shape that debate alongside the world’s largest recruitment firm is one of the most urgent, meaningful and exciting briefs out there.”
Read the full announcement here - https://www.lbbonline.com/news/randstad-appoints-havas-creative-as-its-first-global-creative-agency-of-record