YUCCIE: Young Urban Creatives Taking Over the World

Sounds a bit like YMCA, doesn’t it? Though you’d probably never find a typical “yuccie” doing the dance, unless it’s to be posted on Instagram (HASH TAG PARTY, HASH TAG WOOP WOOP).


So what is a YUCCIE?

If it were an acronym it would probably stand for Young Urban Cool Creative Instagram Employee. Yuccies are what happens when you combine a hipster and a yuppie (though you’d never hear a yuccie admit that).


noun   | yu·ccie | \ˈyu-ˌccie\

An artistic individual who wants to work to not only pay their bills and have money left over for weekend getaways, but also to stimulate their mind and fulfill their creative and entrepreneurial goals.


In tribute to Yuccies worldwide, I have re-written the lyrics to the classic U.G.L.Y by Daphne & Celeste.

By Maggie Partsi

You Yuccie,
Hey, hey
You Yuccie!

I saw you walking down the street the other day,
Didn’t see your Soy Mocha Frappe Latte from that far away,
I should have got a clue when the job offers started streaming,
You walked up to me with your bamboo sunglasses gleaming.

Your hair was super styled and your face was perfection,
I thought I caught you smiling at your own damn reflection,
You hurt the barista’s feelings and the milk spilt on the floor,
I don’t think they had more,
You took a Selfie in the store.

Your scarf is so fancy you can see it from the moon,
Your Insta has more followers than Kim Jong-un,
When Seinfeld was released you were only 8,
Yet you’re quoting George Kostanza on your date,
Did you fall off your Birkenstocks and land on your lensless glasses?
You’re going to be late to your boozy painting classes,
You’re blasting Hinder while you’re on Tinder!

You Yuccie,
Hey, hey
You Yuccie!

You got eyes bigger than the sun and your moustache is perfect,
With your creativity you can surely find a word to rhyme with perfect (I can’t),
Jonathan Franzen, remember him? You read his books with your best friend Jim,
You’re getting paid to build connections,
Spread your networks to gain traction,
Yo boss says, ‘you Yuccie’
You Yuccie!

Hey, hey, you Yuccie!
Get busy,
Yo boss says, ‘you Yuccie’
Get busy,
Yo neighbours say, ‘you Yuccie’
Get busy,
Yo friends all say, ‘you Yuccie’
HEY, HEY, you Yuccie!

Maggie is our Social Media & SEO specialist based in Melbourne. Maggie can be reached on (03) 8610 6785 or mpartsi@nakamamelbourne.com.


My, how the times have changed


What would you say the industry is like at the moment?  Is there much out there that would be suited to me? These are daily questions I get asked.

When my journey as a recruiter within the digital and creative industry first began, things were very different to what they are like now.

Back in the day it wasn’t boring, but client’s requirements were much more predictable. Annual report season, holiday campaigns, businesses slowing down over Christmas – it was pretty much a given when busy periods would occur.

With the rise of digital this is no longer the case. Here are some of the changes I have noticed:

  1. Many more skills & specialisations
    What is better, to be a specialist or an all-rounder? With numerous additional skills available, it is erratic knowing exactly which skills will be required and when. Flash is a good example. Threatening to die, it is still very much required and requested by agencies. You have so many additional options to offer clients where creating integrated campaigns, so instead of there being more permanent opportunities, agencies rather hire talent on a freelance basis to work on something specific.
  2. Buzz words
    Some buzzwords do have substance, but if you are going to use them (especially in your resume) then make sure you know what you are talking about – have a good understanding and relevant experience.
  3. Different personalities
    Our brains are made up of two hemispheres and people tend to be governed by either the right or left side of the brain. Although each hemisphere is almost identical in structure, each hemisphere operates in an entirely different way and is associated with different activities. So, with all these additional required and available skills means that there are so many more different personalities. Designers tend to tap into the right brain responsible for creativity and intuition, whilst developers would have a more dominant left hemisphere, responsible for analysis, logic and numbers.

Charlie Krowitz is our Nakama Melbourne Digital & Technology Consultant and she can be reached on +61 (3) 8610 6781 or ckrowitz@nakamamelbourne.com.

Meet our new NAKAMA Consultant

Get to know Amira, our new Creative Consultant in Sydney!amira

Name: Amira Ross

Title: Recruitment Consultant

Sector you recruit for: Creative

What are you known for professionally? Facing challenges head on, if I set my mind on achieving a goal its only usually a matter of time before I make it happen. some people call it luck I think its positive thinking and persistence.

What do you have a knack for? Networking, I love meeting new people, my favourite thing to do is socialise! I love watching my phone book grow in size! Also posting pics on Instagram – its not real unless I have posted it on social media!

Where can we find you when you’re not working? At the gym, on the dance floor or out socialising and obviously photo documenting said activity!

What would be impossible for you to give up? Manicures, pedicures and sleep… oh and game of thrones. And of course my iPhone.

Any secret/special talents? I can read your future in the bottom of a turkish coffee cup.

If you’re looking for help resourcing your Creative team, or looking for a new role, Amira can be reached on +61 412 345 969 or aross@nakamasydney.com.

Creative Recruitment: 3 ways to increase your business attractiveness


Attracting the best talent has always been the key to success for most businesses. Where organisations would usually rely on traditional factors such as, the culture, team structure or the office environment to sell themselves to candidates, they are not taking into consideration that each and every candidate out there is different.

Covering the Creative & Design space at NAKAMA in Hong Kong, I’ve found Creatives are looking at prospective companies differently. Too often, organisations neglect or miscommunicate their USP’s. So what are they, and how can your business be more attractive to potential hires?

I have listed below 3 factors you should be considering, each of which could help you change the way you are seen by Creative professionals and ultimately, improve your chances of attracting the best talent for your business.

  1. Help build your designer’s Portfolios

What really matters: While a company’s name or job responsibility has value, the design portfolio is what potential candidates are ultimately looking to build on. This is especially true when it comes to young talent trying to build a name for themselves. Most Creative talent, when considering whether or not to join your business, will ask themselves the following question: will this business allow me to build my Portfolio and to work with innovative, cool and creative international clients?  Gregory Moulinet, Creative Director at PLTFRM, a boutique design agency based in Shanghai, says: “ to attract young and ambitious Creatives, it is about the reputation of the company to win leading brands, that will be the 1st criteria (…) they want the opportunity to work on a large client to build their portfolio.”

  1. Have a Creative Leader

Most Creatives also want to learn and grow, particularly from an inspirational leader. They will be looking for a company where they can really be inspired from a leader, from someone who will understand and elevate them, creatively speaking. And this is when the notion of mentor comes in. Successful businesses willing to attract Creative talent will cultivate this notion of mentorship and build their recruitment strategy around it. Who is heading up your Creative team? This person will be key to attracting & retaining top talent, so make sure you have the right leader on board.

  1. Really care about Design

Ask yourself honestly…do you care about design? This question is crucial. Creatives want to be part of a business that values their design team and the work it produces. Yes it sounds obvious, but you would be surprised how many companies don’t! Budle Kim, Graphic Designer in Hong Kong comments: “ If a company only uses designers to execute orders of the marketing team, this is not a place I want to join”. This starts from the interview; the candidate needs to feel that the employer cares about creating thoughtful and interesting design. A previous candidate of mine, interviewing for a Design Director role, fed back to me after his interview “we didn’t speak about design, the company is interesting but I didn’t see how important design was to them”.

If you start by broadening your horizons, giving your designers the opportunity to work on high profile interesting projects, get an inspiring Creative leader on board and finally pay attention to Design itself, you will see that the Creative tide will progressively begin to turn in your favour.

Adrien is our Hong Kong Creative & Design Consultant. If you’re looking for a Creative role in Hong Kong, looking to resource your Creative/Design team, or just want to say hello, Adrien can be reached on adrien@nakamahongkong.com or +852 6602 9341.

Meet our new NAKAMA consultant – Holly Johns

Holly Johns

Name: Holly Johns              
Title: Creative & Design Resourcer
Sector you recruit for: Digital Creative & Design 

What are you known for professionally? 

I am the point of contact for existing candidate updates and availability as well as continuously resourcing and meeting new candidates – both freelance and perm. I also sieve through applications and websites to pin down the good portfolios while making sure the database is as fresh as possible! Hopefully very soon though, I will start to build up my own network of clients to hire all these great candidates, and become a fully-fledged recruiter.

What do you love about recruitment?

I love that I am talking to people all day long. It sounds obvious but I really just love to natter and the creative people we speak to are interesting and so lovely. As far as an office environment goes – our team is an extremely friendly and social bunch, so it’s just a really pleasant place to be everyday. In terms of my sector of recruitment, I love it because of my previous design experience but I absolutely love speaking to these brilliant minds about their work and influences.

What inspired you to get into the world of design & creative?

I have always been really creative myself – since I was little! I moved onto digital at College and University and became obsessed with video editing, type animation and digital illustration, which lead me to be a graphic designer on the side for a couple of years. Recruiting for design and creative was a perfect mix of my passion for design and also for people!

What is your social media channel of choice? 

Twitter! I talk too much about everything and anything, so Twitter is my way of sharing and interacting on topics I’m passionate about so I can actually take a breath in real life! Follow me via @HollyLJohns

Where can we find you when you’re not working? 

Glued to my game console… I’m a bit of a nerd.

What would be impossible for you to give up?

Crumpets – They’re just heaven sent! I can’t function well if I haven’t had crumpets first thing.

Any secret/special talents? 

I can cook wonderful canapés including petit fours (particularly marzipan fruits) & vol-au-vents. I was a gymnast for eight years, so I love fitness! This helps me to counteract my gaming addiction.

If you want to reach Holly Johns – email hjohns@nakamalondon.com

Innovative digital technology used to deliver powerful domestic violence campaign message

Image Credit: WCRS

The power of advertising, can you see the effect? The innovative campaign launched by WCRS and Ocean Outdoor for domestic violence charity Women’s Aid, saw the importance of not turning a blind eye to domestic violence but also how the power of advertising can make a difference by engagement.

The campaign coincided with International Women’s Day, a powerful launch date that aimed to strike hard encouraging effective action for advancing and recognising women. WCRS used images of models that had been beaten and bruised on large digital outdoor screens; photographed by Ian Rankin these already shocking images are combined with a caption stating ‘Look at me’.

Do you look or do you turn a blind eye?

Women that have been affected by domestic violence usually try to hide their bruises and feel unable to tell anyone about their suffering, fearing that they won’t be believed or people won’t understand. The screens use digital facial recognition to detect passers-by, as long as people ignore the images the bruises do not go away and the posters remain the same. However, once people start to notice and recognise the issue the bruises begin to fade and the women’s faces become completely healed. A direct translation of how advertising can be measured, this campaign is the first instance in the UK where technology has been used in combination with outdoor screens to show the cause and effect.

Ross Neil, creative director at WCRS, added: “The simplicity of the advert’s wording and image implicates passers-by in their inactivity before the advanced technology demonstrates how they personally can make a change in the fight against domestic violence by engaging with it.”

To encourage interaction passers-by receive push notifications drawing their attention to the screen, offering more information and providing a link to a microsite where donations can be taken. This also allows for the campaigns effectiveness to be measured. Through the use of simple advertising and dynamic technology, WCRS have managed to deliver a campaign that illustrates an effective solution that encourages us to make a positive change. We can all make a tangible difference if we work together and this can be seen visually within this campaign; the more people that look at the posters the quicker the bruises fade and a change is made.

Taking notice is more powerful than turning a blind eye.

Sian recruits for temporary and permanent digital design and creative roles here at Nakama London. If you’d like to speak to Sian about a role email ssidaway@nakamalondon.com LinkedIn or Phone: 0203 588 4567