Michael Page hires Mustoe Merriman for creative task

Michael Page, the recruitment consultant, has made its first agency appointments to maintain its position in a market becoming dominated by online job-finding services.

Michael Page, the recruitment consultant, has made its first agency appointments to maintain its position in a market becoming dominated by online job-finding services.

The company is putting a reported pounds 3 million behind the initiative, having hired Mustoe Merriman Herring Levy to produce creative work and MediaVest to handle media.

Mustoe Merriman's brief is to promote Michael Page's new website and produce a brand development plan.

The appointments are a response by the company to the burgeoning number of recruitment websites, whose core business is the placement of professionals from graduates to senior executives earning up to pounds 300,000 a year.

Mustoe Merriman was appointed without a pitch and renews its relationship with Michael Stevenson, Michael Page's marketing director, who joined the company two months ago from Mazda Cars. As client services director, he worked with the agency on its Kia account.

'I know Mustoe Merriman to be a sensible agency which isn't away with the fairies,' Stevenson said.

The agency hirings end the arrangements by the company, which is the biggest spender in the Financial Times, whose ad requirements have been handled by an in-house design team.

'The company is very sales focused and we've never actively managed our brand,' Stevenson said. 'I'm not sure what our brand personality is but we have to differentiate ourselves.'

A print campaign is expected early next year. Nick Mustoe, the Mustoe Merriman chief executive, said: 'Michael Page operates in a market where there are a number of big players but it has a great heritage and is constantly looking at new sectors.'



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