Good
Employer Turning point
Vacancy Regional managers
Impact - that's the name of the game here. You are leafing through the Appointments section of The Grocer, wading through the morass of borderstyle ads for category managers and sales representatives, when bang, this ad hits you. For once a challenge for regional managers that really is 'life or death', although these days, there are enough dying retail businesses around.
Interestingly, if you follow the link to the Turning Point jobsite, the same 'ad' is there again - though this time it enables you to see in which regions jobs are available. The image on the web is much clearer and more emotive, as is the copy. Although the printed ad works well, the online copy is much more punchy and succinct. The company didn't use the same copy in the press as it makes a much clearer link to what you can achieve.
- Mark Rice is co-founder and creative partner of the communications agency andsome; email mark.rice@haymarket.com
