Guardian promotes web job service via Claydon Heeley DM

The Guardian is promoting its new online job-matching service with a large-scale direct campaign by Claydon Heeley Jones Mason.

A mailpack is being sent to 160,000 jobseekers who have logged on to Guardian Jobs (www.guardian.co.uk/jobs) and aims to demonstrate how tailored the service is.

Inside the pack is a picture of a large fingerprint; several of its grooves contain lines from a letter, including details of the recipient's job preferences and the sectors they work in. It also explains that they will receive information by e-mail about relevant companies and jobs.

The campaign was written by Kristian Wheater and art directed by Simon Haslehurst.

Mike Welsh, the Claydon Heeley group business director, said: "For this mailing, we have embedded state-of-the-art personalisation techniques into our creative theme in a way that has never been done. We are confident this will lift response rates significantly."

Claydon Heeley has handled Guardian Newspapers' DM account since 2001, when it won a share of the business from KLP. EHS Brann won the rest, which Claydon Heeley went on to secure in September 2002. The agency now handles work for The Observer and The Guardian plus its network of websites.

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