Google - G.L.A.T.
Google receives thousands of resumes each day, the vast majority are from unqualified applicants. With the insight that top IT grads tend to be compulsive problem solvers, we created a campaign full of difficult problems. The campaign generated about $850,000 in free media coverage, including stories on ABC Nightly News, a feature on 60 Minutes, and a total of about 2,400 qualified resumes. To be clear, I created the G.L.A.T. part of this campaign, not the billboards, although I wish I did those too.