NYCA Resigns Itself to Mega Jobs

LOS ANGELES A “cheeky” campaign by independent NYCA aims to connect job seekers with potential employers during the San Diego Union-Tribune‘s bi-annual Mega Jobs Week, the agency said.

The effort is intended to boost single-copy sales of the newspaper’s twice-a-year Mega Jobs listings edition, heighten attendance at today’s Union-Trib-sponsored employment fair and increase resume postings on the paper’s affiliate Web site, said Michael Mark, creative director at the Encinitas, Calif., shop.

Print, radio and online executions, running since last week, have a “cheeky, witty” attitude, he said. Work targets “more passive job seekers . . . people who are dissatisfied with their current jobs, but not tremendously unhappy.”

But, Mark added, regardless of an employee’s comfort level, “there’s something really nice about going into your boss and saying, ‘You know what? I’m outta here!’ “

To that end, a full-page print ad takes the form of a brief but to-the-point resignation note. A goofy, stick-figure character, his tongue and fingers wagging mockingly at his former boss, appears at the center of the ad.

Similarly, a 30-second radio spot “eavesdrops” on a conversation among Union-Tribune editors as they brainstorm the perfect name for the employment expo. Suggestions include “I Hate Working Here Day” and “My New Boss Says I Can’t Work Here Anymore Day.”

“Mega Jobs won, obviously,” noted Mark.

In crafting the campaign—scheduled to run again this summer—Mark worked with a creative team including NYCA associate creative director Rob Petrie, producer Amy Krause, senior copywriter and illustrator Guy Hufferd and senior art director Mike Frey.

The Mega Jobs project is just one piece of NYCA’s recent Union-Tribune work, Mark said. Early last month, the agency launched a new, overall branding campaign for the client. That multi-component effort, meant to help the paper forge “contemporary, urbane” relationships with readers, features “Connect everyday” as a tagline.

A Mega Jobs budget was not disclosed. The San Diego Union-Tribune spent about $2 million on advertising in 2004, per TNS Media Intelligence.