Banks Hoggins lands £10m task to develop Hays Personnel brand

Support Services company Hays has appointed Banks Hoggins O’Shea/ FCB to handle its £10m advertising business for its recruitment arm Hays Personnel.

The agency will manage all Hays’ recruitment advertising. It has also been briefed to develop the Hays brand into a recognised recruitment company and develop its online brand, which will be launched by the end of the year.

The agency pitched against two undisclosed agencies. Incumbent JWT Specialised Communications is understood not to have repitched for the business. The review was overseen by the AAR and the appointment was made by Hays Personnel executive director Dennis Waxman.

Hays’ recruitment division supplies office support services to commercial, industrial and professional customers. Hays is expanding into Europe and recently invested in software to facilitate e-commerce on its websites. It views online recruitment company StepStone as one of its potential rivals.

Last week, the group was subject to speculation that German postal service operator Deutsche Post was planning a takeover bid, but this was denied.

BHO managing director Sven Olsen says: “The primary focus [of the work awarded to Banks Hoggins] will be the UK but it will involve some pan-European advertising. We will be launching the online element but I can’t reveal any more than that.”

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