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"Work and smile" underpins Persol's APAC brand campaign

Persol Group has launched an ambitious brand campaign designed to connect its APAC businesses with a shared vision.

The campaign revolves around three words, "work and smile", and the tagline is based on the premise that work "feels better when we know our reason why", Persol APAC marketing head Amelia Collins tells Shortlist.

Collins says market research shows PersolKelly now has a growing level of brand awareness in Australia and New Zealand thanks to investments in brand-building since the merger between Programmed and Kelly Services...