In Austria, agencies 'sign' their ads with their small logo in a corner of every ad. That's the place where creatives look if they want to know from which agency an ad came.

In accordance with nearly all our clients, we changed the Saatchi & Saatchi signature to a recruitment message: "Saatchi sucht AD" (Saatchi is looking for an Art Director) and "Saatchi sucht Texter" (Saatchi is looking for a copywriter). For three months, we applied it to print ads, outdoor and even three TV commercials.

The effect was smashing: talk of the town in the advertising business, multiplied by coverage in online and print, ended up with more than 70 applications, and a new team.