NEW YORK (AdAge.com) -- Monster.com has selected Omnicom Group's Porter Novelli as its U.S. PR agency of record after a review that included sibling Omnicom Group shop Fleishman-Hillard, Interpublic Group of Cos.' Weber Shandwick and independent Edelman.
The account is said to be worth $1 million. Monster marks the second big win for Porter Novelli in the last four months. In June, the agency was one of three shops chosen by Walmart in the retail giant's review of its multimillion-dollar PR consumer business.
The two wins by Porter Novelli could help start to sway the opinion of many industry insiders who believe the agency has been struggling for the past year or so. "Like everyone we are operating in a challenging economy," Gary Stockman, CEO of Porter Novelli, said in an e-mail. "But we have chosen to look at this year as an opportunity. We have made significant investments in digital and social media and enhanced our data-driven, planning-based approach. Clearly, that's paying off."
Janet Swaysland, senior VP-global corporate communications and social media at Monster, said the company selected the agency because it displayed the best knowledge of what its customer base is looking for and not because it was an Omnicom shop. The marketer works with Omnicom siblings BBDO for creative and OMD for media.
"Porter Novelli really seemed to get what the job seekers and recruiters, who are our customers, are feeling and doing online and offline and that produced a really smart planning framework," said Ms. Swaysland, who joined Monster in the new senior communications role in June. "The other shops did as well, but we could envision success with Porter most easily," she said, adding that its place within Omnicom "didn't have anything do with" the decision.
The assignment will include making PR and social media a bigger part of Monster's overall marketing mix. "Marketers are realizing the new power of PR when it's used with social media," Ms. Swaysland said. "And particularly in our industry where our customers are so active online it just makes sense that they both become a bigger part of our marketing programs."
Porter Novelli will also assist Monster on both the business-to-business and business-to-consumer fronts. Ms. Swaysland said the agency will help with "telling our narrative" and will work on new product launches as well as advising on social media activities helping the company "engage online."
Omnicom's Ketchum, which was the incumbent, did not take part in the review but will continue to be involved in projects, including Monster's NFL Department of Fandemonium promotion through the Super Bowl. "We appreciate all of Ketchum's efforts over the past year. We were looking for a totally fresh perspective on how to tell our innovation story," Ted Gilvar, exec VP-chief global marketing officer, Monster, said in a statement.
In August, the online job search engine shifted its global media planning and buying business to OMD; BBDO has been managing the site's creative duties since 2007.