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Guardian News & Media unveils new ad campaign for jobs section with BBH

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By Ishbel Macleod, PR and social media consultant

September 26, 2013 | 2 min read

Guardian News & Media (GNM) has today unveiled a new advertising campaign for Guardian Jobs, featuring the endline ‘Smarter People. Smarter Searches’.

Devised by BBH, the campaign introduces a playful new mascot for the brand, created by the renowned illustrator Al Murphy.

David Kolbusz, deputy executive creative director at 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.”

The campaign will include a two week outdoor media campaign, run by CBS, across London Underground stations; as well as online and print advertising.

Helen Bird, sales director at 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.”

The campaign is also set to 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.

The Guardian Guardian Media Group

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Bartle Bogle Hegarty is a Global advertising agency. Founded in 1982 by British ad men John Bartle, Nigel Bogle, and John Hegarty, BBH has offices in London, New...

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