Reed, the recruitment company, is guarding its share of the job
market from net rivals with an online brand and ad push through New PHD
and Abbott Mead Vickers.
New PHD has landed a pounds 15 million slice of Reed’s marketing
The agency will plan and buy a cross-media campaign - Reed’s first for
ten years - and handle a separate launch for an online service for
Reed is keen to retain its profile in the face of mounting competition
from recruitment dotcoms. These include StepStone, BigBlueDog,
PeopleBank, Monster and TotalJobs.
The TV, press and online campaign is likely to kick off in the late
Katie Nicholson, marketing director of Reed, said: ’The campaign will
use all media right across the board. We want to position ourself as the
leading recruitment agency for the 21st century.
’We have an extraordinarily strong brand and we have been building our
internet presence for six years. We are an integrated on- and offline
service with specialist consultants and branches to complement the
Kathleen Saxton, business development director at New PHD, said the
campaign would be indiscriminate in its targeting but details of the
media chosen for the push were under discussion.
However, she added: ’It is such a buoyant market that Reed is very keen
to achieve some kind of stand out.’
The win follows a competitive pitch for the business, which will involve
a five-fold increase in spending for the company as it seeks to fight
off new online rivals.
Saxton said she thought the agency had won the work on the basis of its
credentials rather than the media ideas it had proposed.