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Pop-Up Ad Agencies

Proximity BBDO's “The Farm” Nurtures Young Creatives

— August 18, 2009 — Marketing
Following the pop-up craze in these times of instability, the digital agency of Proximity BBDO in Belgium has come up with a program for hiring new talent, dubbed “The Farm.”

Inspiring by training methods popularized by major league sports, The Farm seeks to aid the agency’s ever-watchful eye for talent amidst a high local competition with other fellow agencies.

This pop-up, claiming to be the “agency-within-the-agency,” will nurture 12 young recruits who will get the opportunity of a lifetime to work on a good few of the agency’s top accounts. During their stay on The Farm, each one will undergo an intensive training program that will cover everything from budgets, to idea generation and selection as well as how to create an epidemic of a viral campaign.

In addition to the agency’s pop-up, students have created their own mini pop-up agency, covering a three week span they have called “Sekkaki” which is named after a Belgian bank robber.

Another example to Proximity’s ‘Farm’ is Omnicom PR company Porter Novelli’s very own version which they have dubbed to be “Jack & Bill.” Porter Novelli’s version, however, is meant to have a focus on the development of their emerging clients but they will also work on nurturing the agency’s young employees as well.