Lowe Lintas bags Monster.com's $6 million Australia account as agency chairman loses job

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SYDNEY-- Lowe Lintas Sydney announced a bitter-sweet victory after bagging the $6 million advertising business for the Australia launch for online job recruitment service Monster.com.

Coinciding with the appointment was the news that the agency's chairman, Leigh Clapham, who led the pitch, no longer had a job following a recent Lowe Lintas management restructure.

Monster.com Managing Director Asia-Pacific Tom Freed said he was sad Mr. Clapham was leaving the agency but felt it did not affect Lowe Lintas Sydney's appointment.

"The pitch was a team effort. Leigh headed the team up, there is no question about it. But it was also obvious to us there had been majorcontributions from the entire team," says Mr. Freed. He added that eight agencies were involved in the review.

The Lowe Lintas launch campaign will cover a variety of traditional mass media. Mr. Freed agreed there was immense clutter in the dot.comlandscape at the moment with a plethora of brands launching over the past two years.

Ad spending by fledgling dot.com brands in 1999 had soared 166% over the previous year to $49 million, with 400 brands competing for a shareof the public consciousness.

"Our launch is going to reflect the core of our business, which is providing a place where people can come and have a positive and enrichingexperience about their career and enhancing their career experience," says Mr. Freed.

Monster.com recently formed a 50-50 joint venture with Ecorp's half-owned super site, ninemsn, to launch a co-branded employment Web site linked to ninemsn.

Ecorp has also signed a separate joint venture, 65% controlled byMonster.com, to develop the Monster.com business in Asia.

Copyright April 2000, Crain Communications Inc.

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