Adecco, Ideocracy Launch Venture | Adweek
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Adecco, Ideocracy Launch Venture

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NEW YORK Global staffing company Adecco and creative shop Ideocracy have launched a joint venture to create promotions and events for their respective clients.

Ideocracy, the shop behind the "Oleg the Cab Driver" animated shorts for Fox that ran during commercial breaks in April, will supply creative ideas for the venture, while Adecco will hire the talent needed to execute those ideas on the ground.

Ideocracy founder Ted D'Cruz-Young and Jan-Pieter Gommers, the president of Adecco's sales, marketing and events global business line, are leading the venture.

"It's kind of an extension of what we've been doing," said D'Cruz-Young, whose 11-person shop relies on partnerships with other creative companies, such as ad agencies and a production company, to bring its concepts to life. "I'm seeing this as a media outlet for our ideas."

Beyond its content development deal with Fox, Ideocracy, which has offices in New York and London, handles brand extension and new product tasks for Reckitt Benckiser. The shop's revenue is estimated at about $2 million.

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. Those efforts accelerated in January 2006 with the creation of the business line and appointment of Gommers.

"Our clients are increasingly looking for broader, more reliable, more deeply engaging, vertically integrated solutions for their marketing initiatives, at all stages of the brand life cycle," said Gommers. "In partnering with Ideocracy, we will achieve a unique and comprehensive alignment of creative and human resource elements."

The new partners hope to unveil the name for the venture and their first clients in the next couple of weeks.