Human Resource (HR) service provider going big on advertising spends is not generally heard of. However Randstad, the Euro 17 billion firm, has done exactly that with its association with Formula One (F1) in India. "Since we are only one-year old in India, people don't know much about us. To address this challenge, we need an effective brand building exercise. Just like any consumer brand, constant brand-building initiatives will be required to sustain our leadership position," says Robert Jan van de Kraats, chief financial officer and vice-chairman of the executive board. Though the Indian operations are yet to contribute to its global profits, the firm already has 2,000 employees and has opened 43 offices - the highest number of people in a single centre, globally.
Source: Business Standard