• by Fern Siegel , September 12, 2024

Many athletes at the Olympics and Paralympics work tirelessly. But post-career, some Team USA athletes need help finding employment.

Guild is an organization that offers learning programs, dedicated career coaches and tools to explore career pathways. It kicked off an omnichannel campaign during the games.

Extra launched the media campaign.

The Guild's campaign underscores its focus: to help an underserved American workforce and build strong talent pipelines for leading employers. The ad push is extensive.

The OOH work covers 90 subway cars in NYC, LinkNYC, digital billboards in Times Square, a train wrap takeover in the Santa Monica station and near the Chicago train station. TV included Peacock, Atmosphere TV. The social component hit Spotify, TikTok, a YouTube homepage and Instagram.

The summer campaign will conclude with a custom article in The Wall Street Journal in late September. But the Guild’s sponsorship of Team USA is ongoing. Planning is now underway on activity around the Winter Games and future events.

Rebecca Biestman, CMO at Guild, said: “Extra is a true partner and operates as an extension of our organization, from ideation to real-time campaign optimization. We have ambitious growth goals, and Extra reliably identifies boundary-pushing creative tactics, efficiently and expertly, that enable us to succeed.”

Guild partners with the nation’s largest employers, such as Walmart, Chipotle, Discover, Hilton, Target, Walt Disney Company and healthcare systems Providence and UCHealth.