Walker Media wins £15m Guardian online launch

Walker Media has won the media buying account to launch Guardian Media Group’s online employment network Workthing.com, reported to be worth from &£15m to &£20m.

Expected to launch this summer, the website will provide recruitment services and career advice.

Michaelides & Bednash has already been appointed to handle strategy, and head of marketing Niall Murdoch is drawing up a shortlist for the creative account.

Managing director Andy Baker joined from United News & Media, where he was vice-president of corporate development, covering the content and US e-commerce site CMPnet. Baker was coy about the advertising spend, but it is understood to be in double-digit figures.

“We are a complete employment network featuring anything to do with work,” says Baker. “As a business, we are not just a website. I want us to be on many other platforms.”

Workthing has established a strategic partnership with GMG’s Guardian Newspapers, which will provide it with content and information in the media, education and public sectors. It is also looking at similar partnerships with other content providers.

Walker Media managing partner Phil Georgiadis comments: “A huge opportunity exists for a brand that can harness the potential of the Internet, and provide support to individuals as they progress in their working life.”

He adds: “Our experience with media, Internet and retail brands will be put to good use.”

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