CAMPAIGN DIRECT: REVIEW

Can’t stop. Too many meetings, too little time. First up. The company’s called JobShark. It’s an online recruitment service and it’s got this killer software that can match your CV to the right job with awesome speed and accuracy. At least that’s what it says in the ads. In reality it took an age to register and at the end of it all I was offered 73 jobs ranging from an architect to an IT manager. Roddy was offered one - an arts news reporter - in British Columbia as he was willing to travel. OK, so the product might be a bit dodgy but we think the ads are quite good in a fun sort of way.

Can’t stop. Too many meetings, too little time. First up. The

company’s called JobShark. It’s an online recruitment service and it’s

got this killer software that can match your CV to the right job with

awesome speed and accuracy. At least that’s what it says in the ads. In

reality it took an age to register and at the end of it all I was

offered 73 jobs ranging from an architect to an IT manager. Roddy was

offered one - an arts news reporter - in British Columbia as he was

willing to travel. OK, so the product might be a bit dodgy but we think

the ads are quite good in a fun sort of way.



From a headhunter with attitude, to headbashing Tongans. Three posters

and an assortment of outdoor bits which ran at the time of the Rugby

World Cup. As a spectacle the competition didn’t live up to its billing.

Some games were much better than others. Ditto this work. We feel

’Demolition work starts Sunday 7pm’ relies too much on borrowed

interest, but the notice on the lift, ’One Tongan’ for maximum load

capacity, and the ’Tongans mind your heads’ warning are great and much

better executions of ’Rugby doesn’t get any bigger’.



Talking about big, there’s a big supplement from Cable & Wireless which

to our minds is a big disappointment. This was possibly quite a nice

idea when it first started out, but perhaps it’s been whittled and poked

and altered and tweaked until it’s not sure what it is. It’s printed on

newsprint to look like a newspaper supplement and the front and back are

laid out like a newspaper - sort of. The copy is written by the news

correspondent, except when it goes into C&W speak halfway through and

the inside spread looks like it belongs to a different publication

altogether. If you’re going to pretend to be a newspaper, your pages are

going to have to work harder.



Talking Pages is trying to work harder. But it’s not so much talking as

shouting. It’s aimed at businesses and informs them that potential

customers are after their telephone numbers. Subscribe to Talking Pages

and they’ll give your number to thousands of callers. Can’t fault the

personalisation, but using different type sizes to emphasise key words

in such a crude fashion assumes the recipient is both deaf and

stupid.



We feel it’s a wasted opportunity.



Now a pack for the National Trust coastline campaign. It’s aimed at

members and it informs them that it costs pounds 120 to restore and

protect every yard of Britain’s coastline. Open the pack and you have a

yard of coastline in your hands. Literally. The National Trust has more

than 394,000 yards in its hands, so it needs help. We liked this

mailing. One of the great strengths of DM is the opportunity to be

interactive. This pack cleverly exploits this to the full.



Finally, a mailing - or shall we say a big box - that went to 300

envelope postal managers. The front tells us that good business is all

about making the right impression. Inside is a shirt made out of

soft-structured Tyvek.



The enclosed envelopes are made out of Tyvek too, so the thought is they

can help your business look its very best. We’re not buying it.

Apparently these envelopes are tear proof, puncture proof and water

resistant. We can’t help but feel that would have made a more compelling

story than a well- tailored white shirt. Gotta go. Bye.





CREDITS



JOBSHARK



Brief: Launch JobShark as the web recruitment service with uniquely

effective job-matching software



Agency: Jones Mason Barton Antenen



Copywriter: Simon Wood



Art director: Steve Deput





TALKING PAGES



Brief: Recruit new advertisers to Talking Pages



Agency: Manifesto



Copywriter: Tania Tay



Art director: Mark Saward





NATIONAL TRUST



Brief: Encourage National Trust members to help protect the nation’s

coastline by buying a yard of it



Agency: Burnett Associates



Copywriter: Dawn Coulter



Art director: Jamie Tierney





RUGBY WORLD CUP



Brief: Build excitement for the initial Rugby World Cup games and

encourage ticket sales



Agency: IMP



Copywriters: Simon Kirkham, Peter Murphy, Paul Murphy



Art director: Grant Hunter





TYVEK



Brief: Persuade postal managers to stock Tyvek envelopes by proving

their durability



Agency: Wunderman Cato Johnson



Copywriter: Matt King



Art director: Chris Badger





CABLE & WIRELESS



Brief: Highlight the consumer benefits of Cable & Wireless digital

television, which provides more than just TV but also worldwide e-mail,

internet services and cheaper telephone services.



Agency: Rapier



Copywriter: Chris Lonie



Art director: Andy Maxwell.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).