careerbuilder.com Drops Ad Agency
May 12, 2009 by Alice Allan
US jobs classifieds giant careerbuilder.com has dropped its advertising agency of two years, Widen & Kennedy.
A report on adage.com states that careerbuilder.com will now use in-house advertising professionals, however the website plans to continue the “Start Building” campaign developed with Widen & Kennedy.
adage.com quotes CareerBuilder CMO Richard Castellini as saying:
“We’ve had a very positive, collaborative experience with Wieden & Kennedy and put together a fantastic campaign with breakthrough creative. We made a strategic decision to change our advertising approach and leverage the expertise of our advertising pros in-house.”
Widen & Kennedy managing director Tom Blessington told adage.com:
“It is unfortunate that, in this economy, companies have had to make these tough decisions. CareerBuilder.com was truly a great client, and we value their partnership and friendship. We wish them all the best in their future endeavors and would love to have the chance to work with them again down the road.”
The seemingly agreeable departure from Widen & Kennedy is in contrast to careerbuilder.com’s acrimonious split with their previous advertising agency, Cramer-Krasselt, in 2007.
brandweek.com estimates that careerbuilder.com spends $35-40 million on advertising annually, while adage.com puts their measured media spending costs at around $44 million for 2008, quoting data from TNS Media Intelligence.
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