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
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
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.
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
Brief: Recruit new advertisers to Talking Pages
Copywriter: Tania Tay
Art director: Mark Saward
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
Copywriters: Simon Kirkham, Peter Murphy, Paul Murphy
Art director: Grant Hunter
Brief: Persuade postal managers to stock Tyvek envelopes by proving
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.
Copywriter: Chris Lonie
Art director: Andy Maxwell.