Includes Business/Professional services such as accounting, consulting, legal, employment, etc.
There's A Better Job Out There
Monster.com's objective was to break out of the highly cluttered, largely unbranded online job board category to become the first-stop destination brand for anybody considering a job change. The campaign, which harnessed the emotion of kids talking about what they want to be when they grow up, was launched on the Super Bowl and went on to become one of the most successful.COM launches of the year.
The Answer Is
Through clear, bold ads emphasizing the work it does for its prestigious clients, Keiler & Company and Deloitte & Touche together created an ad campaign that successfully met its objectives by raising awareness of the firm's strength among the Big Five accounting firms, despite competitive activity that left it the lowest spender in the category.
Brand: Deloitte & Touche
Client: Deloitte & Touche, LLP
Agency: Keiler & Company
Despite market leadership, IBM Global Services was challenged by an image as an impersonal, behind-the-times hardware-driven IT services vendor. The e-business People campaign launched in February 1999 with the goal of promoting IGS as an approachable, top of mind provider of leading-edge IT services. The campaign featured honest portraits of real IGS employees to humanize IGS and provide proof of IGS' real experience and real business results. The fully integrated multimedia campaign resulted in greater purchase consideration, direct lead generation and the creation of a more strategic, Internet-savvy brand image for IGS.
Brand: IBM Global Services
Client: IBM Corporation
Agency: Ogilvy & Mather