ATLANTA: A round of agency musical chairs in the online employment biz has left GCI Group without a seat - and Fleishman-Hillard and Atlanta’s Creaxion with new clients.
ATLANTA: A round of agency musical chairs in the online employment
biz has left GCI Group without a seat - and Fleishman-Hillard and
Atlanta’s Creaxion with new clients.
Fleishman and Headhunter.net parted ways last month after the agency won
the more lucrative kforce.com account, previously handled by GCI and its
parent company, Grey Advertising. Romac International, a 38-year-old
bricks-and-mortar employment agency, changed its name to kforce in
November following a soft summer Internet launch, according to chief
marketing officer Ken Pierce.
Pierce, who joined the Tampa-based company six months ago to steer
branding efforts, had dealt with Fleishman’s Atlanta office in his
previous position with Homestead Village hotels, and was obviously
impressed with what he saw.
’What they bring to the table is the ability to incorporate PR into a
true corporate branding strategy,’ Pierce explained. He added that he
was satisfied with GCI’s work and that he had considered two other
unnamed firms before settling on Fleishman.
While Pierce declined to discuss the size of Fleishman’s contract, he
described it as a ’significant component’ of kforce’s dollars 20 to
dollars 30 million marketing budget. The agency has been charged with
relaunching the company’s more localized Web site as well as providing
PR, corporate communications and field-marketing services. Kforce
employs more than 2,000 job recruiters in 35 cities.
Once Fleishman committed to kforce, Headhunter.net dropped the agency in
the middle of a 30-city marketing tour. ’We needed someone solely
devoted to us,’ explained marketing SVP Judy Hackett. The Atlanta-based
company then talked with GCI and The Headline Group before hiring
two-year-old Creaxion in late June.
Creaxion got its foot in the door by helping fill the void on
Headhunter’s Surfari marketing tour. ’They are a very aggressive
marketing partner,’ said kforce’s marketing communications director Toni
Headhunter becomes one of Creaxion’s top three clients. The 14-person
integrated firm will provide media relations and grass-roots marketing
assistance, Appling said.
Creaxion principal Mark Pettit said his mission was to topple online job
leader Monster.com. ’We’re more of a boutique, aggressive, assassin kind
of firm,’ he proclaimed. ’Our job is to kill the Monster.’