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MONSTER.COM FINDS LIFE AFTER DEUTSCH

Quickly Signs New Agency, Shifts Strategy and Launches New Ad Campaign

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NEW YORK (AdAge.com) -– Two weeks after dropping Interpublic Group of Cos.’ Deutsch as agency of record for creative and interactive duties, online careers company Monster.com today launched an advertising campaign as part of a shift in its marketing strategy and announced a new lead creative agency.
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Three-year-old Brand Content in Boston, which is online job site's new agency, crafted a series of commercials emphasizing the new features on the redesigned Web site, with the aim of giving consumers a better understanding of Monster’s services.

No longer about brand awareness
The first commercial, titled “New Monster. New You,” features the track "Do Ya" from 1970s rock band Electric Light Orchestra. While the marketer's previous ad efforts were aimed at broad-based awareness building, the new campaign "explains 'Why Monster?' to consumers,” said Karl Johnson, Brand Content's chief consumer and client strategy officer.

The spots began airing today and will run in prime-time, late-night and early-morning broadcast and network TV. Deutsch continues to handle media buying and planning. Additional elements of the campaign, executed in other mediums, such as print and radio, will run later this summer.

Improvements to Web site
New improvements on Monster.com include 24-hour online and phone customer help line and refined job search capabilities. "The creative in the new campaign captures insights we found through research with consumers and employers. Job seekers have to be smarter today. Finding a job is a constant effort, not just something to think about every three years," said John Kelley, senior vice president of marketing at Monster. "It's not just about finding a job, but also about networking and getting career advice."

Past relationships
Brand Content's Mr. Johnson said agency and marketer began working together last fall. Doug Gladstone, Brand Content’s founder and a former senior vice president and creative executive at Interpublic’s Hill Holliday Connors Cosmopulos, Boston, years ago had worked with some executives from Monster’s marketing department. Mr. Gladstone reconnected with them, and Brand Content, a 25-person agency, handled a project. From that the relationship grew into Brand Content’s new role as lead agency for strategy and creative development.

In 2004, Monster spent $39 million in U.S. measured media, according to TNS Media Intelligence, compared with $20 million in 2002.

Maynard, Mass.-based Monster.com is a unit of Monster Worldwide.

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