Online Firm Ups Ante On TV Taps Hill, Holliday For Super Bowl Spot
BOSTON–A new game is taking shape at, an Internet startup looking to make a name for itself by advertising on this year’s Super Bowl.
The privately held online job service has tapped Hill, Holliday, Connors, Cosmopulos in Boston to create an ad for the Fox-TV broadcast. The client also has hired Donovan Group in Northborough, Mass., to handle public relations and signed Method Five in New York to re-create the opening pages of its Web site, said founder Richard Johnson.
The company hopes to fortify its position against better-funded and more established players such as Monster Board and Career Resource. Monster Board, currently without an agency, is said to be considering a Super Bowl spot as well. Johnson said he welcomes the competition, reasoning that two online services with Super Bowl commercials make for a more compelling story.
Johnson three months ago recruited an account executive Peter Connors from Young & Rubicam in New York to head up marketing.
Connors is a “distant” relative of agency founder Jack Connors and worked with the agency while a student at Boston University. He first approached John Connors, managing director of Hill, Holliday Interactive and the son of agency founder Jack Connors, with the idea of creating the spot. Peter Connors also knew Dave Jackson, who joined Donovan Group from Hill, Holliday.
John Connors promised that a senior creative team would work on the assignment. Creative directors Jamie Mambro and Ernie Schenck are scheduled to present the first storyboards this week.
With a marketing budget of around $2 million, “can’t afford to fight a conventional battle,” Peter Connors said. “We decided to try a surprise tactic and advertise on the Super Bowl.”
“Two million dollars doesn’t buy you jack anymore,” said Peter Connors, adding that online companies were recommending ad programs that started at $5 million. “It’s cheaper for us to advertise off-line,” he said.