Monster Puts Creative Biz Into Review

Media Account Not Expected to Change Hands

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A correction has been made in this story. See below for details.

NEW YORK -- ( has placed its creative account in review, according to executives familiar with the process, who said the job-search company intends to consolidate globally under a single network.
U.S. spending for 2006 was placed at $154 million according to TNS Media Intelligence.
U.S. spending for 2006 was placed at $154 million according to TNS Media Intelligence.

TNS Media Intelligence placed U.S. spending for 2006 at $154 million, but one person close to the review pegged actual media spending from $65 million to $75 million. Global outlays could not be determined. Monster did not return calls for comment.

At present, independent Brand Content, Boston, is the lead creative agency on the account, with Via Group, Portland, Maine, handling some project work. Brand Content became Monster's fourth lead agency since 2000 when it won the creative business from Interpublic Group of Cos.' Deutsch in 2005. The present review comes four months after Joan Blackwood was named the new CMO of Monster.

Building presence
Monster has a presence in 21 countries and is looking to continue to build out beyond that, most recently eyeing opportunities in Turkey. Locally, the company has been working to co-brand employment classifieds with newspaper companies including The New York Times Co. group of papers and recent CareerBuilder refugees, the Philadelphia Inquirer, Philadelphia Daily News and Akron Beacon Journal.

Interpublic's Deutsch handles media in the U.S. and WPP Group's Mediaedge:cia handles media in Europe. Their work is not expected to be put into play.

Spokespeople for those agencies did not return calls for comment.

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CORRECTION: An earlier version of this story incorrectly stated that Brand Content had won the Monster account from Interpublic Group's Mullen. Deutsch handled the account prior to Brand Content taking over.
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