Job Web Site Hires Martin

The Martin Agency has won creative and partial media duties for careerbuilder.com, an online job recruitment Web site.
Diane Strahan, executive vice president of marketing for the client, confirmed reports that the Richmond, Va., shop had topped four undisclosed finalists, culled from an initial round of eight, in the national search.
Strahan said she would “neither confirm nor deny” reports of the account’s $8-12 million budget. “It could be,” she said.
Competitive Media Reporting cites spending at just over $900,000 for 1998 and $531,000 through May 1999. Sources said the Reston, Va., firm is expanding its budget to prepare for an extensive branding campaign, a strategy Strahan confirmed.
The incumbent was EPB Interactive in Philadelphia, which defended the business. Strahan said American Media Services in Washington, D.C., will handle broadcast media chores, with Martin responsible for print.
Strahan said Martin’s extensive preparation was key to their win. “They had done their homework,” she said. “They actually developed a profile of our constituency, which I think really helped them strategically hone in on what the creative should be.”
Strahan pointed to the agency’s “excellent creative concepts–we’ll never even be able to use all the concepts they came up with.” She also cited Martin’s solid branding experience in the category, specifically its relationship with the Motley Fool financial advice Web site.
Agency representatives did not return phone calls by press time.