Seek launches ‘This Way Forward’ brand platform with campaign from Clemenger BBDO Melbourne and Six Black Pens

Seek has launched its new brand platform ‘This Way Forward’ to reflect the way the platform can help candidates and employers achieve their personal definitions of progress.

The platform has been unveiled with a campaign from Clemenger BBDO Melbourne and Six Black Pens, titled ‘Let’s change the way we look at work’.

The campaign is led with an animated TVC which aims to show how that Seek can help people change the way they view work, and therefore make the daunting recruitment process easier.

The animation was produced by Buck. The ad is set to a Bud Luckey song from Sesame Street.

Seek marketing director, Jennifer ten Seldam, said: “Work isn’t what it used to be. There’s a lot of uncertainty around the future of work and increasingly candidates and employers are looking for someone who understands what progress in the workplace could look like. As the market leader and with over 21 years of local employment knowledge, no one is better positioned to drive that conversation than Seek.”

15 second TVCs from Clemenger BBDO Melbourne will follow the launch film, as will radio ads created by Six Black Pens.

Clemenger BBDO Melbourne chief creative officer, Stephen de Wolf, said: “Today’s world of work can sometimes seem overwhelming, but the truth is, it also presents more opportunities than ever before. The team wanted to build a brand world that reflected this, encouraging Australians to see work from a new perspective.

“So, when they stumbled across Bud Luckey’s Sesame Street song, it seemed like we’d found something special. It may have been written in the ’70s, but we felt it could supply some much-needed optimism for today in combination with pared-back, lo-fi animation to leverage the powerful pull of nostalgia.”

Six Black Pens creative director, Oli Vickery, said: “It’s great to work with a brand that wants to do something different including delivering a ‘whole of marketplace’ campaign. From the outset, our objective as a team of agencies has been to talk to candidates and employers equally, showing both we understand what matters to them. That’s no mean feat – getting messages out to these two audiences in a way that engages both and alienates neither.”

The campaign will also be promoting Seek’s newly optimised Career Advice and Hiring Advice platforms.

Ten Seldam added: “Whether it’s an incremental day-to-day improvement to your working life, or more long-term planning to plot out where you’d like to be, this campaign is about breaking through to all Australians to say that we’ve got you, and we’ve got the advice, tools and resources beyond job search and recruitment to help you move forward.”

Starcom has lead the media strategy. The campaign will also be executed on digital.


Jennifer ten Seldam, Marketing Director
Babi Kahveci, Head of Brand & Candidate Marketing
Suzanne Robertson, Head of Hirer Marketing
Aimee Jellett, Senior Marketing Manager – Marcomms
Philippa Jamieson, Senior Marketing Manager – Brand
Carly Robinson, Marketing Manager – Campaigns
Brigitte Baghdikian, Marketing Manager – Integrated Comms
Holly Arrowsmith, Marketing Manager – Social Media

Creative Agency – Clemenger BBDO Melbourne
Creative Agency – Six Black Pens
Media Agency – Starcom
Production/Animation House – Buck


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