Online employment site jobs.com this week inked a deal for business guru Tom Peters to be its spokesperson, and launched a $30 million brand campaign with the tagline, “When you love what you do, you’re alive.”
The campaign is launching with four new sixty-second radio spots debuting this week. Three thirty-second television commercials break in a few weeks. Print, out-of-home, online and direct mail components are planned.
In the campaign, Tom Peters, the author of seven bestsellers including “In Search of Excellence”, heralds the coming of the “white-collar revolution” and evangelizes the need to aggressively manage one’s own career, or, as Peters puts it, “Be distinct…or extinct.”
The new jobs.com branding effort was created by Dallas-based advertising agency rizzuti.com, which has worked with the company since 1997.