WPP feels like they and DaVinci have had enough coverage in the news, trades and blogs to do the work of attracting talent for them.
Reading the blog entries about the new agency, including mine, it’s hard to figure out why WPP thinks that industry folk would be interested in signing up…
At any rate, the DaVinci agency is a terrible idea. Why Dell thinks that building a new agency from scratch, with all that means for lack of culture, lack of structure, lack of team, lack of anything except a bunch of random people working together for the first time at a place that has no identity at all, is a good idea is beyond reasonable assessment.
Blogger Phil Gomes brings up a similar experiment years ago that, predictably, failed:
“After a successful five-year run with [PR agency] Applied Communications, Oracle decided to go with a megafirm built by Cunningham, Hill & Knowlton, and Ogilvy, Adams & Rinehart. In no time at all, Applied had the business again.”
Attracting talent by word of mouth (and by their awful website) for a project like this is also a bad idea.
Instead of senior leadership having an idea of who they want to attract and tasking actual professionals with getting those people on board, they are instead relying on staffing up with whoever pops by. It’s like those marketers who put a video on YouTube and wonder why it doesn’t take off…people need to know that it is there and know why they should view it. This whole fiasco leads me to believe that DaVinci just want/need warm bodies with advertising experience and have no clue what else matters or what even the agency stands for.
Of course, the agency stands for holding company greed and willingness to do anything for new business.
Hard to hire good people on that model.
Even harder if you don’t bother to hire professionals to help.