WetFeet trots out $20 million effort

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Career information site WetFeet.com, San Francisco, launched an estimated $10 million to $20 million campaign aimed at midcareer job-seeking professionals and recent college grads. DDB Needham created the humorous ads, which include outdoor and radio running through the summer in Boston, Chicago, New York, San Francisco and San Jose, Calif. The tagline: "WetFeet.com: Inside information on the jobs you want." One outdoor ad shows a job seeker clinging to the side of a building with suction cups in an attempt to spy on a prospective employer. The ads try to convey "it's very difficult to gather inside information about your next employer without WetFeet helping you out," said Steve Pollack, CEO of WetFeet.com.

Copyright March 2000, Crain Communications Inc.

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