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Randstad launches UK marketing campaign

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By The Drum Team, Editorial

June 17, 2010 | 3 min read

International recruitment and HR service, Randstad has launched an integrated national marketing campaign in the UK, with creative handled by Publicis.

Oversee by the in-house marketing team, led by marketing director Colin Downing, the campaign will run through out the summer and autumn, and is an initial investment to its long-term brand building commitments in the UK.

The campaign will aim to build awareness of the company, with Cubitt appointed as PR consultancy, to oversee profile heightening following the takeover of Veior in 2008, which saw Randstad acquire a range of separately branded recruitment consultancies, which have been consolidated under the one brand.

Colin Downing, explained: “There is a huge opportunity for Randstad to build a market leading recruitment and HR services brand in the UK. We have the industry’s broadest range of sector expertise, we have a culture of delivering high-quality, personal service to clients and candidates based on the deep industry knowledge of our consultants, and we are part of the global Randstad business, which operates in 44 countries.”

The online and offline advertising campaign will include TV, press, business magazines and specialist professional sector titles, and airport advertising.

Randstad’s sponsorship for F1 team, AT&T Williams will also be used, including an exclusive event at Canary Wharf at the beginning of July, where the company’s clients and staff will meet driver Nico Hulkenberg, experience an F1 Car and race the track on simulators. To tie in, an online F1 game has been developed for the brand’s website.

Downing added: “Globally, marketing has always played a central role in Randstad’s business development. Now that we have consolidated and rebranded our UK operations, it is the perfect time to invest in building our brand equity with our key stakeholders through a strategic and high-profile marketing campaign. We are an extremely ambitious company and the fact that we are investing in the current economic environment reflects the enormous potential we see for Randstad to build market share in the UK while many of our competitors are restraining their marketing investment.”

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