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BRAND CAMPAIGN NEWS: HR directors targeted with 'sexy assistant' software

Health and protection advisers, Punter Southall Health & Protection Consulting (PSHPC) has personified its software for HR directors as a ‘sexy, straight-talking assistant’ designed to appeal to the predominantly female HR community.

The campaign was created by communications agency Inky Blue. It says it wanted to create a “warm, feminine and ever so slightly sexy character HR professionals would relate to, but not feel threatened by.”

The software is designed to check changes to employee details that may affect a company’s protection insurance. The software was launched at Harvey Nichols; a venue Gladis would frequent.

Sara Dean, managing director, Inky Blue, said, “Gladis [actually short for Group Life & Disability Information System] is a game-changing self-service platform for the HR community and we felt it needed a game-changing campaign too.

"The platform acts as the data assistant HRDs have always dreamed of (but have never had before). So creating Gladis, the super-efficient, intelligent person that helps HR departments is a break from the norm from the very start."

Gladis personified