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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.
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