Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Super Bowl 2008

Monkeying With Agencies Doesn't Help CareerBuilder

Site's Super Bowl Spots Poll Even Worse in This Year's USA Today Ad Meter

By Published on .

CHICAGO (AdAge.com) -- A weak showing in last year's USA Today Super Bowl Ad Meter got (or, depending on whom you believe, contributed to getting) CareerBuilder's agency, Cramer-Krasselt, fired. So, uh, does a significantly worse showing in this year's survey mean that the online job site's new agency, Wieden & Kennedy, ought to be worried?

Wieden's debut spots for CareerBuilder, which kicked off a new campaign dubbed "Start Building," placed 39th and 47th in USA Today's annual popularity contest. The best of C-K's three "Office Jungle" spots last year finished 16th, and its top "Office Monkeys" spots rated 11th and fourth, respectively, in 2006 and 2005.

CareerBuilder also aired a third ad on Fox after the game. A spokeswoman said CareerBuilder and Wieden jointly determined that the other two spots were more relevant to the Super Bowl audience.

Asked about the Ad Meter results, a CareerBuilder spokeswoman said Wieden was safe, adding: "We're very excited about this campaign." She also maintained that the Ad Meter was not the sole criterion in C-K's firing last year. "The whole decision wasn't based on the poll or any single factor."

Spat with C-K
That claim, of course, contradicts C-K CEO Peter Krivkovich, who made a stir last winter when he quit the CareerBuilder business in a huff after, he said, he was told the account had been placed into review solely because of the Ad Meter results. "There are a few times in your life when you have to tell someone to fuck off and mean it," he said at the time.

The spat kicked off a discussion within the business about the relative merits of day-after-game polls. Critics contend that the polls measure nothing except likability and are therefore useless to sophisticated marketers. But proponents say winning the so-called Ad Bowl -- as Anheuser-Busch just did for the 10th straight year -- is a priceless PR coup that extends the value of ads that cost as much as $3 million per 30 seconds.

Asked about the most recent poll, Mr. Krivkovich at first played coy.

"Oh, were they in the game this year?" he asked, before conceding, with a chuckle, that he'd seen the latest Ad Meter results. "I was sitting on a plane going through the papers, and I have to say, it was interesting."

Advertising Age Embedded Player
Most Popular