NEW YORK Global staffing company Adecco has expanded its relationship with creative shop Ideocracy, enabling the agency to open an office in Amsterdam.
From the new office, Ideocracy will handle creative duties on key marketing and communications efforts for Adecco in the Netherlands and Belgium, according to Adecco. Ideocracy will replace local shops that worked for the company in those markets. The ad budget could not be ascertained.
Previously, Adecco and Ideocracy had struck a global joint venture covering promotions and events for their respective clients. Ideocracy supplies creative ideas, while Adecco hires the talent.
Adecco, a Swiss company that places some 4 million people in jobs each year, is looking to leverage its staffing relationships with clients such as Coca-Cola, Nike, Procter & Gamble and L'Oreal into marketing opportunities.
"Becoming truly relevant in the labor market requires that we exploit any and all means to engage with our talent pool and clients," said Adecco director of marketing Michel Stokvis, in a statement. "The initial results and the value of the Ideocracy work proves that we're on the right track with the right partner."
Ideocracy founder Ted D'Cruz-Young said of executives at Adecco: "It is a pleasure to partner with such open-minded and collaborative people." Previously, Ideocracy, which uses partnerships with other creative companies, such as ad agencies and a production company, to bring its concepts to life, had offices in New York and London and about a dozen staffers. The Amsterdam office will employ about six staffers, according to D'Cruz-Young.
Other Ideocracy clients include Reckitt Benckiser and Fox, for whom the agency created the "Oleg the Cab Driver" animated shorts last spring. Those shorts ran after breaks in Fox programs and before commercials as a means to engage viewers.