Brands2Life to promote iProfile

Brands2Life has won a four-way pitch to lead an 'assault on the traditional CV'.

The London agency will handle all consumer and B2B PR for iProfile, an online CV service that already has 2.5 million members in the UK. Brands2Life has been briefed to support an 'aggressive phase of growth' for iProfile, which is used by recruiters to match job hunters to vacancies.

iProfile wants the online recruitment tool to be positioned as the 'industry standard'. 'We're planning to do for the recruitment process what iTunes has done for the world of music,' said iProfile marketing director Karl Gregory. Brands2Life digital head Gareth Thomas will lead a team of four on the account.

'Sixteen per cent of the UK's professional population has an iProfile - no mean feat,' said Thomas. 'But we're going after the rest with a campaign that will show why the traditional CV should be consigned to the vaults of history.'

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