The first job of work.
Guardian Newspapers Limited (GNL) is a member of one of the world's most progressive and visionary media groups. However, the reputation for editorial quality and product innovation was not matched by its recruitment brand. The Guardian is a leading player in the UK recruitment marketplace, so it was doubly uncomfortable to be running mediocre job ads in their own pages.
We designed a new advertising framework, with a lively, personal voice for the copy and a simpler, cleaner border style. This was presented to - and approved by - the GNL Board. For a busy three months, work took over the running of the account as an outsourcing partner, writing and placing 75 different ads - one of which won the General Appointments category at the RAD Awards.
At the same time we were explaining the new framework to GNL managers, and training the recruitment teams to write and produce advertising in the new style for themselves. It's a classic example of
work operating in a consulting mode, delivering immediate and tangible advantages to an in-house team.
