AN award-winning marketing company created a media stir in the Home Counties last week, with the launch of a controversial new advertising campaign.

Moorish Idol Marketing, based in the Enterprise Centre on Washington Street, Deane, designed a bus poster campaign on behalf of its Bedfordshire-based client, recruitment company Morestaff.

It was launched on buses throughout North London, Bedfordshire, Hertfordshire, Buckinghamshire and surrounding areas.

The banner headline "Is YOURPartner Cheating on You Right Now?" was chosen by Morestaff directors because they felt it perfectly summed up the lack of trust felt by some companies towards their recruitment partners.

The online recruitment magazine Onrec.co.uk, picked up on the coverage, pointing to the reaction caused by the "controversial" banner.

Morestaff co-managing director Kathy Doran said: "Moorish Idol's campaign has had people talking about us in the paper and on the radio all week.

"We are absolutely delighted with the results they have brought us."

Moorish Idol managing director Gary Lovatt said the idea followed marketing research he had undertaken, which identified dissatisfaction from companies following the placement of candidates.

He said: "In recruitment, a placement is like a marriage. When one of the partners stops trying, the other has a right to feel aggrieved.

"A key strength of my client is in the way they manage their customers after the deal with personal visits and seminars.

"It's deliberately hard hitting and controversial because we feel so strongly about it."