The campaign aims to position Guardian Jobs as the forward-thinking job solution for both recruiters and candidates with the new endline ‘Smarter People. Smarter Searches’.
The creative introduces a playful new mascot for the brand, created by the renowned illustrator Al Murphy, which will also feature on the Guardian Jobs website.
The marketing drive began on Thursday 26 September with a two-week outdoor media campaign, run by CBS, across London Underground stations. It will also run across the Guardian, the Observer and theguardian.com, as well as in recruitment trade press.
The campaign will be supported by promotional activity including sampling of the Guardian and branded giveaways of Guardian Jobs tote bags and fliers at key London transport hubs.
Helen Bird, Sales Director, Guardian Jobs, said: “It's incredibly exciting to be going out into the market with such a fun and eye-catching campaign. Guardian Jobs is an innovative, cross-platform solution with a huge digital reach, which uniquely allows us to reach that elusive and all-important passive jobseeking audience. This creative is very different to anything we've done in the past and gives our brand a fresh new look and feel that we hope will appeal to a wide range of switched-on jobseekers.”
David Kolbusz, Deputy Executive Creative Director, BBH, said: "Job searching can be a pretty daunting prospect. We wanted to create something that would bring a bit more humour and delight to the search. This campaign speaks to job seekers and recruiters as people, not just potential employees and employers. Hopefully it makes a change from the dry, technical world that often categorises the category.”
