How Agencies Are Fighting Back Against Talent Raids by Tech Firms and Marketers

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Never in her wildest dreams did Helen Pak think she would leave the advertising industry to do creative work for a technology company. Then, three years ago, while on set filming a big-budget commercial, the evp and co-executive creative director at Saatchi & Saatchi got a phone call out of the blue. It was Facebook, wooing her for its Creative Shop—a group of creative experts and digital natives charged with developing marketing campaigns for brands within the Facebook platform—as a creative strategist.