New PHD lands Reed cross-media task

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.

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

budget.



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

temporary positions.



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

summer.



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

online service.’



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.



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