It’s good work if you can get it: Media Experts has been given agency of record status for Workopolis‘ media account, including strategy, planning and buying duties.
The account was formerly split between ZenithOptimedia, which handled buying, and Roundtable Communication, a boutique media planning shop that recently closed.
Media Experts won the now-consolidated media account following a review that began in September. ZenithOptimedia declined to participate.
While Roundtable’s closure contributed to the decision to put the account in review, Workopolis’ media mandate has changed over 2011. Partly owned by Torstar and Gesca, Workoplis is looking to leverage those partners’ owned media more frequently, said Jennifer Posnikoff, group manager marketing communications at Workopolis (who formerly worked with Media Experts when she was manager of marketing communications at Telus).
“[Media Experts] have innovation solutions to media in terms of making our dollars work the hardest and maximizing our budget for our needs,” said Posnikoff.
Moreover, Workopolis’ media buy will change in 2012. While Posnikoff said the budget will remain on par with 2011, there will be fewer television buys.
“We’ve done TV every year. We had commitments with our former partner Bell Globemedia, so we’ve always had a broadcast buy.
“Next year is going to be a lot different. We’re moving away from pushing awareness and moving towards all media that can offer strong conversion.”
The brand’s recent online campaign – a series of web videos starring a hapless job seeker named George – will serve as a starting point for this new strategy. With a comparatively low budget, the George campaign drove incredible traffic to Workopolis’ Canadian job site. According to Posnikoff, one in 10 people who saw a George video conducted a job search with the brand.
“Every media dollar has to drive towards job search or resume posting on our site,” she said. “Everything has to have an ROI tied to it.”
