CareerBuilder Taps Wieden for $60 Million Account

Puts an End to Review That Began After USA Today Super Bowl Ad Poll

By Published on .

NEW YORK ( -- After a messy split with its previous agency, Cramer-Krasselt, said it has handed its $60 million creative advertising account to Wieden & Kennedy, Portland, Ore.

Wieden has one the job site's account.

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Account in Review Following Disappointing Super Bowl Ad Showing

Wieden squared off against Havas's Arnold, Boston; Omnicom Group's DDB, Chicago; Interpublic Group of Cos.' DraftFCB and Publicis Groupe's Leo Burnett, Chicago in the review.

USA Today's 'Ad Meter' poll
The Chicago-based job website had placed its account into review after Super Bowl spots produced by longtime agency Cramer-Krasselt failed to place in the top 10 of USA Today's "Ad Meter" poll. Cramer-Krasselt immediately resigned the business.

The measured media is $60 million, according to TNS Media Intelligence, but insiders say more than half of that is essentially donated by CareerBuilder's newspaper-company owners and partners: Tribune Co., Gannett Co. and McClatchy Co.

CareerBuilder and Wieden did not return calls for comment. Arnold, DDB, DraftFCB and Leo Burnett declined comment.
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