‘NY Times’ Campaign Promotes ‘Job Market’

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By: Andrew McMains

(Adweek) With a nod to research that unearthed complaints about stale material in the category, The New York Times aims to show how its Job Market offers the best and most up-to-date job listings in a campaign that breaks in the New York metropolitan area next week.

The work, by Interpublic Group’s Lowe, includes TV, radio, print and outdoor. It is Lowe’s first effort for the Times since the New York shop absorbed Bozell, which had the newspaper’s account, last February.

The spots take an upbeat tone, with one depicting folks smiling for ID cards on their first day of work. Another shows a woman at her desk circling a job listing. The new tagline is, “Real jobs. Right now.”

The ID spot will run periodically on a giant TV screen in New York’s Times Square as job opportunities scroll on a news ticker below. It is the first time the Times has run a spot on JumboTrons. Other firsts include LED displays atop taxis and at subway entrances, said Diane McNulty, group director of community affairs and media relations at the Times.

The last Job Market campaign, from Bozell in 2002, encouraged workers to trade up on their job experience and featured framed portraits of job seekers.

“This campaign has a greater sense of immediacy,” McNulty said. Job Market will turn over its ads every seven days, she added.

Spending was not disclosed. The Times spends $10-15 million a year on advertising, according to Nielsen Monitor-Plus.

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