piecing it together

CareerMosaic.com was one of the dot.coms deciding at the last minute not to advertise during this year’s Super Bowl. And according to the company, it has no regrets.
A job site in the vein of Monster.com and HotJobs.com, CareerMosaic was founded in 1994 by Bernard Hodes, president of Omnicom Group recruitment shop Bernard Hodes Advertising,
New York.
When it decided to bow its first TV campaign, with creative from Merkley Newman Harty, New York, CareerMosaic had BBDO’s media department reserve space during the game. And it got some advice from Omnicom as well.
“We got honest opinions from media presidents at Omnicom,” said company director of marketing David Wurf. “We realized we could get different benefits” by putting the media
dollars toward a cheaper, broader buy.
The three-spot campaign broke last week with the tag, “Happy in a career, happy in life.” Wurf said he prefers the strategy to an expensive Super Bowl launch.
“Monster has more traffic than us,” he said. But while its “Road Not Taken” Super Bowl spot got plenty of media attention, “the [return on investment] is better for us,” Wurf added.
–Emily From