Michaelides & Bednash secures £4m account for Workthing.com

Workthing.com, the recruitment site operated by Guardian Media

Group, has taken its £4 million account out of WCRS and pooled its

entire marketing activity into Michaelides & Bednash.



The move also marks the end of the client's relationship with the

below-the-line agency KLP Euro RSCG.



M&B had been hired by Workthing to handle brand strategy but now sees

its brief extended to developing through-the-line campaigns and

overseeing creative work. WCRS was appointed to the creative task for

Workthing after its launch in July last year.



M&B will be developing the creative strategy but, as on previous

projects, will be bringing in freelance teams to contribute and execute

the work.



No decision has been made as to which teams or individuals will be

approached.



Workthing is expected to reduce its marketing budget over the next year

as more emphasis is placed on below-the-line or trade sectors.



Walker Media is unaffected by the change and will handle media planning

and buying.



The news comes after Workthing's brand manager, Dan Jamieson, left the

company last week. Last month Workthing also lost its head of marketing,

Niall Murdoch, to Channel 4. Murdoch oversaw the advertising and media

pitches for Workthing's £13 million launch, which saw WCRS beat

HHCL & Partners and BMP DDB.



WCRS had created a campaign starring pensioners crowing over their free

time and stress-free existence.



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