CareerBuilder has announced that they are dropping Wieden and Kennedy, their agency-on-record for the past two years, and are taking their advertising in-house. They will continue to promote “Start Building,” the campaign Wieden created.
“We’ve had a very positive, collaborative experience with Wieden & Kennedy and put together a fantastic campaign with breakthrough creative,” CareerBuilder CMO Richard Castellini said in a statement to AdAge. “We made a strategic decision to change our advertising approach and leverage the expertise of our advertising pros in-house.”
Wieden and Kennedy took over the CareerBuilder account from indie shop C-K after the two parted ways in a publicly bitter split. During CB’s time with CK, the online jobs site overtook Monster in total listings and traffic. They were also responsible for the successful monkey campaign that aired in 2006.
According to Ad Age, in the wake of the split — which C-K CEO Peter Krivkovich had blamed on a Super Bowl spot’s ranking on USA Today’s “Ad Meter” poll — CareerBuilder threw its account into review. CK refused to take part and resigned the account, with Mr. Krivkovich stating at the time: “There are a few times in your life when you have to tell someone to fuck off and mean it.”
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May 8th, 2009 at 12:43 pm
You have inside pro’s there? Like the decision to pull away from the Monkey ads when you had the next best thing in a long term brand strategy??
Really CB, Really?
May 12th, 2009 at 6:03 pm
Cb taking it in house. I think the underlying problem is the CB team themselves. For one I would can the CMO as I can not think of one good thing he has done.
Answer on a postcard