CareerBuilder is full of surprises this week. First the job board axed Wieden and Kennedy, their ad agency on record for the past two years, and decided to pull their advertising in-house.
Now, according to the Wall Street Journal, CareerBuilder is turning to a familiar advertising ploy to kick off their next campaign. Richard Castellini, CB’s Chief Marketing Officer, told WSJ that on Wednesday the job board is starting a contest that will ask average consumers to create 25-second spots for the company.
The winner will receive $100,000, plus their commercial will air during Super Bowl XLIV on CBS in February.
“For a brand like CareerBuilder, which is about helping people get to their next great position, this made sense for us, and with the situation [the country is] in economically,” Castellini told WSJ.
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