Media Experts wins Workopolis
The media company takes on the account effective immediately.
Media Experts has been named the media AOR for Workopolis effective immediately. The company will provide strategy, media planning and media buying services for the internet recruitment and career transitions brand.
The media co takes over from recently closed boutique shop Roundtable Communications, which handled the planning, and ZenithOptimedia, which handled the buying for about 10 years.
Jennifer Posnikoff, group manager, marketing communications at Workopolis, tells MiC that the company made the decision to do an RFP, which launched this September, after Roundtable Communications said it was closing its doors.
“We had made a decision to do a full RFP to find a full-service media agency which would do the planning and buying together,” she says. “One that was known in the industry to be innovative, would provide solutions and maximize our dollars in paid and partner media.”
Posnikoff, who previously worked with Media Experts during her five years at Telus, says the company was chosen based on its ability to reach both Workopolis’s B2C and B2B targets.
She says the company plans on spending about the same amount on media next year as they did in 2011, but hopes to optimize it by utilizing more of Workopolis’s partial owners Torstar and Gesca’s online and offline properties.
“Our core targets are driving traffic, job searches and new subscriptions to the site,” she says. “We want Media Experts to help us maximize the online and offline options in those areas.”
“We are delighted by the Workopolis assignment as it is one that we are particularly well suited for,” said Penny Stevens, president, Media Experts in the release. “The project demands a dynamic blend of offline and online media, curation of exposures across various business and consumer constituencies in a category that is rapidly evolving. This will be fun!”
Stevens says the company has been briefed on the first campaign and expects it to roll out within the next quarter.