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Blank kicks off New Year with major TV ad buy kicks off New Year with major TV ad buy

Campaign complements out of home ads launched in December is beginning the New Year with a major TV campaign. The TV spots, based on the & lsquo;It’s not luck...’ creative developed by VCCP London last year, will first appear today and will air until the 21st January.

The campaign, planned by media agency Zenith Optimedia, will reach 75 per cent of adults in the UK, some 37.7m people. The ads will be targeted on mainstream terrestrial, digital and satellite channels, including ITV1, Channel 4, Five, and stations through SkyMedia.   

The TV campaign will complement the significant out of home push, which began on Boxing Day 2012. Together, the two elements of the campaign aim to target commuters throughout their day as they travel to work, the trek home in the evening and in the ad breaks of TV shows they love. 

The TV ads will include the & lsquo;Mr Luck’ character, which premiered in last year’s new creative. As previously, Mr Luck will be juxtaposed to’s technological features, which make finding the right job easier.

Michael Robinson, marketing director of, says of the campaign: “This is peak season for recruitment. Many people resolve to find a more enjoyable job in the New Year while many who have been searching for a while become re-energised following the Christmas break. As a result it is important that we are front of mind. That is why we are so proud to be reintroducing & lsquo;Mr Luck’, who was vital as we boosted jobseeker awareness of our brand last year.”

The latest campaign follows on from the successful TV ads launched early in 2012, which boosted spontaneous brand mentions by jobseekers by 51%.


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