Agencies and online job sites play musical chairs

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.

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

Appling.



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.’



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