Change for recruiter

AUSTRALIASIAN recruitment heavy-weight Morgan and Banks are axing the high-profile brand to realign with parent company TMP Worldwide.

Morgan and Banks was acquired by TMP Worldwide in 1999, however a move to rebrand Morgan and Banks has been delayed until this year.

A multi-million dollar national television and press campaign to raise awareness of the name change will go to air across Australia and New Zealand from March 25.

Developed by the TMP Worldwide creative in Sydney, the television commercial reinforces the name change right across the Morgan and Banks brands in Australia and New Zealand.

TMP Worldwide marketing manager Fergus Kelly said the advertising campaign focus was to transfer the brand equity of the Morgan and Banks brand to TMP Worldwide.

“The television will run for four weeks and press for one month then once we’ve officially released to the market that Morgan and Banks is TMP Worldwide, we will be rolling out a national campaign to transfer the brand equity of Morgan and Banks to TMP Worldwide,’ Mr Kelly said.

TMP Worldwide is comprised of five different companies including TMP Worldwide Advertising and Communi-cations, Monster.com and the Australasian recruitment arm TMP Worldwide eResourcing.

Mr Kelly said there are three main groups the advertising campaign is targeting, clients, candidates and employees, including the internal Morgan and Banks staff.

“Our own people have been expecting a name change for the last two years, the structure remains the same it’s simply a name change,” Mr Kelly said.

“TMP Worldwide chairman Andrew McKelvey said we were under no pressure to rebrand, just when we feel the time is right...we’ve been working on this project since May 2000.”

The name change means Morgan and Banks have to make a substantial investment in new stationery, signage, business cards and Internet sites for all of the offices.

“We’ve really had to rebrand a total of eight brands in nine countries in our region since last April,” Mr Kelly said.