There are lessons in micro-targeting, ROI and chutzpah here, in varying degrees.
Anne Cassidy tells the tale of New York copywriter Alec Brownstein, who wanted a job at a big-time
agency. So he created a Google campaign targeting five hot creatives. Every time any one of them Googled his own name, an ad popped up at the top of the page with the headline, "Hey [Personalized
Name Goes Here]." The copy read: "Googling yourself is a lot of fun. Hiring me is fun, too."
Brownstein got interviews with four of the five, and jobs offers
from two. He now works for Ian Reichenthal at Y&R.
It turns out that Brownstein tells the story himself, and probably more effectively than we re-reporters could ever hope
to, on YouTube. There's a lesson there, too. Total cost of the campaign? $6. Now we're talking, right?
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