First, Current TV put it's RFP out to everyone on Twitter. Now, CareerBuilder (CB), a company with no fewer than five Super Bowl ad appearances, has dumped its agency and gone "public."
Wieden-Kennedy, CB's most recent agency, did not lose the account to another agency, but instead to the general public. CB is asking for the creative 25-second spots via a promotional drive that will be on their website. The winning spot will air in the upcoming Super Bowl (February of 2010).
"For a brand like CareerBuilder, which is about helping people get to their next great position, this made sense for us, and with the situation [the country is] in economically," says Richard Castellini, the company's chief marketing officer.
CareerBuilder, like any company that chargers employers to advertise job postings, has lost money during the tough economic climate, reporting a 27% revenue loss during Q1 2009. By removing their agency, CB will save about 20% in annual marketing costs.
However, the gambit comes with risks. Although Frito Lay's recent Super Bowl spot contest was won by two brothers over several highly creative shops, one spot certainly does not an advertising strategy make. In the short-term, though, CareerBuilder is most likely looking for a few good advertisers...