Hires McKinney for Television Work

Employment Site Assigns $10 Mil. Account to Raleigh, N.C., Shop
DALLAS–, an online employment site, has contracted McKinney & Silver to handle its $10 million advertising account.
The Raleigh, N.C.-based agency, a member of CKS Group, defeated a number of undisclosed shops in a general review.
The business was previously held by, a small agency in Carrollton, Texas, which also participated in the review.
Neither the client nor the winning agency were available to comment at press time.
Finalists made presentations which included an assignment to develop a brand identity campaign with creative concepts for a range of media., formerly known as Resumail Network, began operations in 1992. It is currently the third-largest employment-postings Web site in the nation.
In August 1999, the Web site totaled 430,000 visitors, which trailed’s 2.45 million visits and HotJobs’ 882,000, according to Media Matrix.
According to information posted on its Web venue, maintains local online career hubs in 19 major U.S. cities and 77 other metropolitan centers.
The company also designs an integrated software system for writing, distributing and receiving resumes via the Internet.
Earlier this year CBS Corp. acquired a 38 percent equity stake in the employment Web site. CBS paid for its share with $62 million in free advertising across its media properties for a five-year period.’s promotional efforts on behalf of have included print, radio, outdoor, direct response and online banner advertising. The agency conceived the current tagline, “The best jobs. The best way to apply.”
McKinney & Silver will create inaugural television spots for the client and extend a local campaign nationwide.
The agency’s recent dot-com experience includes developing and implementing an estimated $6 million television campaign to drive traffic to Aetna U.S. Healthcare’s Web site. K