Campaign Direct Awards 2004: Best Use of Copy

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Title: Grad Pack

Agency: Saatchi & Saatchi

Creative director: Trefor Thomas

Art directors: Eoghain Clarke, Guy Bradbury

Copywriters: Guy Bradbury, Eoghain Clarke

Client: Saatchi & Saatchi

Head of personnel: Kate Morris

To identify the most dedicated applicants for its placement programme, Saatchis asked candidates to tell them why the agency was the only place where they wanted to work last summer. A few days later, their commitment was put to the test with a bogus offer for summer jobs in Greece. Only those who replied to the first mailing were considered. "The perfect recruitment ad gains one response from the right candidate," one judge said. "This is great way of saying 'we've no time for time-wasters'."



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