A campaign for the U.S. launch of Michael Page International, a global recruitment outfit based in the United Kingdom, will feature what Chadwick Communications hopes is a new point of differentiation in the category: It will be candidate driven, as opposed to recruiter driven.
The importance of the candidate is ignored in recruitment advertising, according to agency president Chad Chadwick.
In the first of two print ads, which will break in April in Time, Sports Illustrated and Business Week, among others, an astronaut is seen walking down a busy sidewalk in the New York financial district. The body copy presents both sides of the issue: “Your specialization limits your appeal. Your specialization makes you a rare commodity.”
The campaign includes collateral material and interactive ads.
“We want to talk to people beyond the corner office,” said Chadwick.
Michael Page plans to focus on the financial services industry in the U.S., but globally counts Walt Disney and Guinness among its clients. –Hank Kim
Get Adweek's Brand Marketing Daily Newsletter in your Inbox
Today's highs and lows of creativity