Guardian Media Group is setting up an online employment agency.
Michaelides & Bednash has been appointed to handle strategy and GMG is
now looking for creative and media agencies to spearhead the site’s
launch this summer.
Workthing.com, the idea of which was developed by a senior strategy team
at GMG, promises an employment network that will include career
guidance, workplace advice and recruitment services.
Workthing’s head of marketing, Niall Ferguson, has brought Michaelides &
Bednash onboard to co-ordinate media strategy for the site and a
shortlist of agencies has now been drawn up for the creative and media
buying accounts. The group declined to confirm a budget for the launch
campaign, but a media spend of between pounds 15 million and pounds 20
million is expected.
Although Workthing will operate as an independent company within GMG,
ties to its parent brands are extremely strong. Carolyn McCall, the
managing director designate who announced her intention to expand The
Guardian’s online brand when she was appointed last month, will serve as
a non-executive director. Workthing will be linked to the Guardian
Unlimited sites, including Jobs Unlimited. GMG employed the same
strategy of using its own branded content when it launched Learn.co.uk
earlier this month.
Bob Phillis, the chief executive of GMG and chairman of Workthing, said:
’The site fits perfectly with GMG’s strategy of adapting to markets
quickly and professionally.’