Signs Tom Peters as Spokesperson, Launches Campaign

Online employment site this week
inked a deal for business guru Tom Peters to be its spokesperson, and
launched a $30 million brand campaign with the tagline, “When you love what
you do, you’re alive.”

The campaign is launching with four new sixty-second radio spots debuting
this week. Three thirty-second television commercials break in a few weeks.
Print, out-of-home, online and direct mail components are planned.

In the campaign, Tom Peters, the author of seven bestsellers including “In
Search of Excellence”, heralds the coming of the “white-collar revolution”
and evangelizes the need to aggressively manage one’s own career, or, as
Peters puts it, “Be distinct…or extinct.”

The new branding effort was created by Dallas-based advertising
agency, which has worked
with the company since 1997.

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