CareerBuilder Talks to 4 Agencies

BOSTON Employment site is talking to at least four shops as it reviews its $60 million account following last month’s split with Cramer-Krasselt, per sources.

Havas’ Arnold here, along with the Chicago offices of Omnicom’s DDB, Interpublic’s DraftFCB and Publicis’ Leo Burnett, are pursuing the business, sources said.

The client declined to disclose which shops have been contacted.

Agency representatives either declined comment or did not return calls.

The decision to review appears to have stemmed at least in part from client dissatisfaction over the popularity of a high-profile campaign that broke on the Super Bowl telecast.

In those spots, office workers appear in a jungle setting, with meetings and other office activities depicted as traps and hazards. The effort replaced a popular two-year campaign that showed a man who worked in an office full of chimpanzees.

According to an internal memo written by C-K CEO Peter Krivkovich, the shop’s performance was heavily measured by the USA Today Ad Meter poll following the game. The chimpanzee spots had scored among the top 10 most popular in previous Super Bowl telecasts; the jungle campaign placed no better than 16th.

Because the spots did not score higher, the company informed the agency it was putting the account in review, and the Chicago-based independent opted not to defend, Krivkovich said in the memo.

“We certainly don’t think one poll builds a brand,” he said. “We don’t think that our tremendous results should be defined or denigrated by a measurement that everyone knows is not related to business success.”

The agency has handled creative and media duties on the account for five years. After taking on the assignment, the shop changed the company’s media strategy to concentrate more dollars on Sunday and Monday (when people dread the new work week), and advertising on the Super Bowl to take advantage of New Year’s resolutions that often include finding new jobs.