Randstad builds brand with UK consumer ad push

Recruitment giant Randstad, owner of agencies Major Players and Pareto Law, is launching a multi-million pound integrated marketing campaign to build the brand in the UK.

Recruitment giant Randstad
Recruitment giant Randstad

Ads will air during prime time on ITV, Channel 4, Five, Sky and Bloomberg as well as in the national press, business magazines and specialist titles. It was created by Publicis with Mindshare on media planning and buying duties.

Along with the advertising, Randstad will be using its sponsorship of the AT&T Williams Formula One team at events later this year, including a celebration coinciding with the Italian Grand Prix in September for the winners of an online F1 game hosted at the randstad.co.uk website.

The campaign uses the strapline “true talent shapes business – true knowledge finds it” and promotes Randstad’s recruitment and human resources services, highlighting its portfolio of specialist and general recruitment consultancies.

Randstad acquired its specialist agencies when it bought Vedior in 2008. These have been brought together under the Randstadt brand, while retaining their specialist heritage.

Colin Downing, who was appointed marketing director of Randstad in March, says: “Globally, marketing has always played a central role in Randstad’s business development. Now that we have consolidated and rebranded our UK operations, it is the perfect time to invest in building our brand equity with our key stakeholders through a strategic and high-profile marketing campaign.”

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