Kalis & Savage Goes Job Hunting

Breaks First Work for Futurestep, an Online Executive Search Tool
LOS ANGELES–Kalis & Savage Advertising points out that job hunting is all about who you know (or who knows you) in its first campaign for Futurestep. The campaign is supported by about $2-3 million in ad spending, according to sources.
The Pacific Palisades, Calif., agency has created a fully integrated TV, radio and print campaign promoting the online executive search tool, a joint venture of top-level search firm Korn/Ferry International in Century City, Calif., and the Wall Street Journal in New York. The ads encourage mid- and upper-level executives to register confidentially at www.Futurestep.com, the client’s Web site, to help build a database that Futurestep can use to conduct searches for corporate clients.
Three 30-second TV spots depict executives who don’t know what employment opportunities are available to them. The first “missing person” is a ficticious character named Tom Hall, whose photograph appears on the left side of the screen. Text appears, letter by letter, on the right, as though typed: “Qualified for the best jobs at the best companies. Subject unaware these openings exist. Companies unaware subject exists.” A voiceover cuts in, suggesting the viewer connect with Futurestep.
The message appears at the end: “It’s not what you know. It’s who knows you.”
“The themeline is what we wanted to get across,” said Murray Kalis, agency chairman and creative director. “You can be really good at what you do, but be passed up because no one knows you’re out there. We needed to be intrusive so as to break through the barrier of the passive job seeker.”
TV ads broke earlier this month on networks such as CNN and CNBC in regional cable markets such as Los Angeles and Chicago. They will roll out nationally throughout the year, Kalis said. Similar print ads are running in the Wall Street Journal, the Los Angeles Business Journal and other business publications.
Kalis & Savage won the Sherman Oaks, Calif.-based client’s $5-7 million business in February after a review.