GOOD
Employer: UB (United Biscuits)
Vacancy: Business account managers
Let's start the new year as we mean to go on by recognising a good ideawhen you see it, even if it isn't quite the way the ad agency would havewanted. You see, UB is a godsend. It has a branding that is easy totranslate into an employer brand. Unilever tried the same thing withtheir 'U' logo but have never really pulled it off. This is closer - butdo I detect the meddling hand of client and/or marketing in the finalwork? The headline was surely originally presented as 'What will UB?',which is much stronger, better branded and more immediate than 'Whatwill you be with UB?'
Overall, though, this is a nice strong strategy that makes individualsthink about how they can influence the business, rather than how it willinfluence them. It's just a pity Ubyourself.com isn't more lively andvisually interesting and involving when you visit from the ad.
BAD
Employer: British Airways
Vacancy: Marketing opportunities
Welcome to 1988 ... Sorry, I mean 2008. I was so distracted by this BAad and its complementary website that I thought I'd travelled back intime. This looks as if it was produced two decades rather than twomonths ago. BA seems to be unsure of how to position itself - and notjust in recruitment.
Poor headline, picture of a plane and some copy. Yawn. But then you goto the website. There's that plane/ladder again and you can clickthrough to read more snippets: 'Why us?', 'The department' and 'Theroles'. By this time you wish you were asleep in one of BA's long-haulbeds. Not only is the copy dull, but visually the marketingopportunities are represented by four cabin crew and a female 'marketer'plus a couple of businessmen's crotches. Reach new heights? More likesink to (same) old depths in terms of recruitment.
