William Buck NSW wanted to shift perception and behaviour in a recruitment space dominated by the Big 4. The goal was clear: attract top-tier talent by showing why William Buck offered something truly different. Focus Creative was brought in to unlock a story that would cut through.

• Insight interviews

• Communications strategy

• Campaigns

• Copywriting

• Design

We began with in-depth staff interviews to uncover what truly set William Buck apart. The research revealed a thriving culture, genuine support, and a work/life balance rare among competitors. These were not generic corporate claims but authentic employee experiences. The insight: many high-calibre candidates simply didn’t know what they were missing. From this, we developed a “Recruitment Value Proposition” built on professional FOMO, expressed through the idea “I am.” — a reflective, personal invitation anchored in the firm’s logo. Bold, direct, and human, the campaign ran across OOH, digital, social, and owned channels, prompting competitors’ talent to rethink their current workplace and take a closer look at William Buck.

The campaign delivered a marked increase in application quality and volume, spikes in social engagement and web traffic to the careers NSW homepage increased considerably. It sparked a conversation – about what ambition really looks like, and why William Buck might just be the better choice. From a standing start, William Buck made itself unignorable in the eyes of the very people who once overlooked it.